A few weeks back agencies around the country were asked to put their thinking caps on by The Press and come up with a campaign to support the fundraising efforts required to rebuild the new Court Theatre in Christchurch. And the indie pairing of Shirtcliffe and Co. and Lassoo have come away with the win—as well as a long lunch and a chopper ride—for a campaign that used well known Shakespeare quotations.
And the judges decreed: "Shirtcliffe & Co presented a strong campaign with a re-energising feel that highlighted both the classical and contemporary nature of theatre and chimed effectively with the client’s business and values. Shakespeare quotations provided an immediate link to the world of theatre, whilst still being interesting and understandable to a general audience. Bright colours and a youthful typeface accentuated the playful nature of the campaign which is different from anything The Court has used in the past."
The finalists were Saatchi & Saatchi Wellington, which was second by "the narrowest of margins", Whybin\TBWA, JWT and .99/OMD, which won the People’s Choice at the NAB Expo. The .99/OMD campaign featured headlines like “Fund a bit of adultery”, “Get behind suicide” and “Support incest”, with references to famous plays revealed in the body copy. And while the judges were very impressed, the risk of alienating major donors made it a difficult campaign for The Court to envisage in print in their name.
Creative director: Matt Shirtcliffe
Art direction: Fi Groves
Media: Lassoo and Kim Thorowood