The young target audience required "special approach", so the campaign had to be designed as unusual and provocative.We put in reality the Shakespeare´s “All the World´s a stage and all the men and women merely players”. At the busiest street of Bratislava city centre we have installed a spotlight accompanied with acoustic quotations from the Shakespeare´s plays and randomly crossing pedestrians coincidentally played the roles… At the end of the audio sequence an invitation to the festival could be heard.

As this event was only one part of the campaign, it is hard to say what impact it had on the success of the campaign. But the campaign itself fulfilled client´s expectations and all performances of the festival were totally sold out.