_ portfolio by Antea
BETTY NANSEN TEATRET
All prejudices and theatre stereotypes have been taken from the interviews and surveys done with the target audience.
All posts are intended to be sponsored posts.
We opted for sponsored posts because the client specifically requested not to have ads, as it doesn't correlate with their brand identity and values
We use the king to break down preconceptions that are preventing young people from frequenting theatre
The king is placed in all sorts of humorous situations and becomes almost an anti-mascot or an anti-persona as we purposely make him look silly and clumsy.
TAGS: social media campaign, content strategy
SOFTWARE USED: Adobe Photoshop, Premiere Pro, After Effects
Betty is a small Danish theatre with a unique approach and an unconventional repertoire. Their long-term goal is to get new generations interested in theatre, but their social media
struggles to attract young viewers.
To solve the challenge, we (group project) came up with a new strategy for Betty. We created a mascot for the theatre – a king. He is the personification of all the prejudice young people have about theatre; he dresses in overly lavish, formal clothes and acts as a royal disconnected from reality, looking down on everyone around him. We used the king in funny scenarios featured in reels and stories. We also incorporated him in sales oriented posts to truly make him a mascot of Betty.