Det Kongelige Teater

Campaign Strategy & Concept

Case study, with input from The Danish Royal Theatre head of marketing.

Team: Ausrine Kurgonaite, Chey Long-Andersen, Caitlyn Ryall, Lucie Galiganni and Marie Duliere

“Art is in all of us”

The Royal Danish Theatre is well-known and loved as a hub of culture in Denmark, but has long struggled with the common associations of theatre: too formal, too artsy and not relatable.

Our team conducted in-depth target market research, interviews and surveys to create a campaign strategy that could improve the brand image, and relate to the Danish people in a more tangible way. With a tough year after lockdowns and restrictions, the theatre has an opportunity to change the narrative. Theatre is not only for the extreme user but for everyone. We just have to show them that. With this in mind, the “It’s in all of us” campaign was created to showcase everyday theatrical moments.