Print advertising outdoor and in the daily press. We did a campaign that combined the well-known symbol from the school years (braces) with the vampire and horror world.Another part of the campaign took place in a washroom at a Stockholm restaurant. We mounted a mirror to advertise the Dracula rock musical. The mirror, which actually was a photograph, gave the impression that it reflected everything in the washroom except the visitor. A simple sticker encouraged people to book tickets to the performance.In connection with a cultural evening at the NK department store, Victor Rydberg Gymnasium invited guests to have “bloodpudding” hors d’oeuvres. Having eaten the hors d’oeuvre, you could read a text on the plate – A taste of things to come. Dracula on 16-24 January at the Maxim Theatre. VIP invitations, wich consisted of classic anti-vampire weapons - bottles of holy water and garlic - were sent to the press and specially selected people.

Every year Victor Rydberg Gymnasium has a performance at the Maxim Theatre in Stockholm. We used suprising media channels and unorthodox ways of communication.

The result was as surprising – this was the first time ever it had sold out. As a result of the very high demand the school decided to host two extra shows. They also sold out.