Design, messaging, photography and video: NTW wanted a campaign that would extend far beyond the reach of its regular audience. The task was to find a Chair that could embody the values of the organisation as it redefined itself as a force of positive social change.

Radical in its simplicity, we created a high concept idea that took the search for a chair literally. We wanted to reach out to a new audience, in communities that didn’t think of theatre as a natural home for them but had a passion for the arts. We wanted to make them look twice and smile before investigating further. As well as being a force for positive social change and high quality arts content we wanted to demonstrate that NTW had a sense of humour and could speak to and for diverse audiences. This is a good example of finding ways of working imaginatively with a multiplicity for different languages. If you look at the visuals we see that the art work we created was full of messages in all of Wales’ main languages, not just English and Welsh.

In a short, intense four week campaign, over 29,000 people viewed the short video we prepared and over 150 potential candidates downloaded the candidate pack. We could track on social media that well over 85% of viewers on Insta were non-followers of the organisation.