In the opening scene of the show a group of young people break into a sterile shopping mall and reclaim it with graffiti. This symbolic act became our inspiration for the identity. The leading characters were photographed, and then Swedish graffiti artist Gouge was asked to write and paint on the portraits. Titles of the musical’s most famous songs can be found among the tags. To balance the powerful expression of the posters, we made the logo light, but at the same time original and proud.

The campaign run in the city of Gothenburg, Sweden, during three weeks. It consisted of billboards, posters and print ads.

Sold-out shows throughout September 10, 2016 - March 29, 2017