Folger Theatre

Shake the World

Folger Theatre is an intimate, Elizabethan playhouse for “breathtakingly original…strikingly contemporary” drama. Its superb stagings of both favorites and rarely seen Shakespeare plays, as well as carefully chosen contemporary works, are renowned worldwide for their authenticity and cultural relevance.

Shake Logo

While Shakespeare remains astonishingly relevant for every generation, the Bard can’t seem to shake a fusty image in the eyes of younger audiences. To bring a new generation of patrons to Folger while remaining true to its personality and scholarly roots, we crafted a visual identity, marketing strategy and unifying theme (Shake the World) for the full 2018/2019 season.

Folger Theatre Brochure

To do this, we started with what makes Folger truly unique—its relationship to the Folger Shakespeare Library and their vast collection of Shakespeare’s printed works (the largest in the world!). Historic engravings served as the foundation for our visuals, while the vivid, illustrative patterns and textures overlaid by artist Andrew Bannecker transformed each image into a more provocative, modern motif.

Folger Theatre Nell Gwynn ad

Results

As the countdown to curtain times began, we helped Folger expand its audience through a shift away fromtraditional and direct ad buys to a more programmatic, omni-channel approach spanning social media, digital radio, programmatic display networks and more. The combination of playfully sophisticated creative, strategic targeting, and bi-weekly creative optimizations resonated with drama enthusiasts, literary scholars and visiting tourists alike.

Shake - 4x increase in click through rate

One more result: the work was awarded a 2019 Gold ADDY (American Advertising Awards DC) as best Integrated Brand Identity Campaign.

Grafik Gold Award - American Advertising Awards 2019

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