Design > Use of Design Craft
STEPPENWOLF 40 SERIES 4
OGILVY & MATHER , Chicago / STEPPENWOLF THEATRE / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
In keeping with Steppenwolf’s spirit of originality an evolution, the Steppenwolf 40 series of posters explore what happens when one genre of artists, actors, inspires another genre of artists, designers. It represents how art performed on stage translates to art presented on a page. How a play of many acts and moments is translated into a single thought provoking image. It is, Art, inspired by Art.
Execution
Steppenwolf recruited 40 of the world’s finest designers, illustrators, photographers, and typographers to produce these posters. They were free to create whatever they wanted, with just two requirements. Requirement one was to use the theater’s signature black, red and white color palette. Requirement two was to make the posters amazing.
Outcome
With such a limited run, the Steppenwolf 40 posters became collectible artifacts for all those involved in the theater community. They also helped reach new audiences. People who had never been to the theater are now aware of the theater’s history and productions. They’ve also helped to add excitement about the theater’s upcoming productions, activate new ticket subscriptions and reinvigorate the theater’s partners. They also help celebrated the theater’s traditions by turning the posters into art itself.
Strategy
Our strategy was to match the concept and craft of each poster with the production quality and progressive nature of the Steppenwolf’s plays. By leveraging highly visual content, the poster series not only allows for a smarter expression of conceptual topics and themes, but it stands out among a sea of sameness in the theatre landscape. The bold expressive interpretations captured attention fast, and provoked thoughtful engagement from the audience. It also reached new audiences, to attract the next generation of theater fans with a wider definition of what live theater is.
Synopsis
Forty years ago, three high school friends started Steppenwolf Theatre in the basement of a suburban Chicago church. From there, Steppenwolf grew into one of the most avant-garde theaters in the world. With 44 ensemble members, including award winning actors such as Gary Sinise, John Malkovich, Laurie Metcalf, Jeff Perry and Terry Kinney. To celebrate Steppenwolf’s 40th anniversary, we assembled 40 designers, illustrators, photographers and typographers to create 40 posters representing 40 productions from the theater’s 40 years history. The posters were then brought together in a series titled, Steppenwolf 40.
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