You can not not see it.

Question

Create a campaign around the urgent themes that are currently relevant in the world and that are central to our pieces this season. A campaign that, just like our performances, leaves no one indifferent. And that naturally also ensures successful ticket sales. 

Approach

YOU CAN NOT NOT SEE IT. In capital letters. Urgent and confrontational. A campaign theme with a double meaning. You cannot bury your head in the sand about everything happening in the world. And you cannot not go see it, now, this season at ITA. So get your tickets NOW NOW. 

Result

The guerrilla posters, followed by animated digital outdoor and online, created a lot of buzz around town and free publicity. For a brief moment, the attention was on ITA. During the campaign period, website visits increased by 28% and 17% more tickets were sold than in previous years.