Fandime divadlu / We root for theatre
Advertising campaign for International Theatre Festival in Pilsen The background: The main slogan and the tag line “we root for theatre” became almost synonymous with the name of the festival and was originally developed for a campaign based on slightly humorous and dramatized behavior of sports fans inside theatre spaces and settings. The idea of using sports and theatre in combination with the slogan produced many successful campaigns in the past, but the organizers felt it has run its course and new approach is needed; new approach that would still keep the main tag-line but show it in a new and different context. I believe I was chosen to create new advertising campaign not only for my experience in the field of creative writing and advertising, but also for my theatre background. I started my career as a set design and studied scenography at the Theatre Academy in Prague before I moved to the advertising and film industry. I knew right from the beginning that the budget and the time of the actors will be limited, so I decided to use three actors in one room with aim to shoot three short commercials in only one day. I came up with an idea to create an atmosphere of a police interrogation, which would turn into slightly odd theater performance each time with a different twist. Unfortunately one day and complex scheduling allowed only enough time for us to make two out of three commercials.