Staging live ads was something never before attempted (for good reason, frankly). We worked closely with the choreographers and production team on the play from the beginning, learning how and what we could adapt. We integrated over twenty ideas into the play – either as script, action or song changes. We also devised various interval ads, some extensions of existing campaigns, whilst others used improvisation, to create on-the-spot ads for our bravest clients.

The agency itself invested £25,000 and sold 1,600 tickets.

But by selling ‘stagetime’ to clients, £40,000 was raised for Comic Relief and Red Nose Day ’05. PR included features on BBC Radio One, in The Daily Telegraph, The Wall Street Journal, The International Herald Tribune, and The Evening Standard.