NTF Poster Campaign 2018

Nederlands Theater Festival yearly brings together the best of Dutch and Flemish theatre, and hands out awards for the best actors and performances of the year. The festival aims to take the lead in the debate on the role of theatre in our society. For this year’s communication campaign, the festival wanted to highlight how the theatre plays will immerse the audience into different themes and make them reflect around these (often existential) topics.

We created a campaign showing how the festival aims to get the public introduced into various specific themes. For that, we made a selection of four key themes in which the audience would be introduced to in this edition of the festival, and created a photographic campaign series depicting people literally entering these themes through theatre curtains. Someone accidentally falls into the ‘Truth’ (’Waarheid’), a young girl confronts ‘Authority’ (‘Gezag’), an unenthusiastic guy peeps into ‘Regret’ (‘Spijt’), someone pulls a woman into ‘Lust’. 

With this conceptual and photographic approach, we set the playful tone of voice that the festival has behind its invitation for the audience to reflect around big existential themes. The poster campaign was widely implemented across the city of Amsterdam. The photography series was also adapted to other environments such as printed advertisements, magazine covers, and online banners. See full project