The Schauspielhaus in Hamburg, one of Germany’s oldest theatres, faced a typically contemporary problem. Less and less young people show an interest in classic culture, resulting in a constant decline in audience numbers.

DEAD OR ALIVE was designed as a series of performances, where dead poets competed against young literary artists (for example, Goethe versus Renato Kaiser). The two-sided and emotional visual design of DEAD OR ALIVE acts as a strong stage backdrop for the constant switch between the two worlds. DEAD OR ALIVE is the latest concept in the internationally renowned "Poetry Slam" series.

A celebrated, traditional theatre goes young and interactive – this concept generated a high level of nationwide media coverage for the Schauspielhaus, including positive features and reviews in the culture & arts sections and literary supplements of newspapers. Besides plenty of favourable mentions also making it into online design scene blogs, the campaign also led to widespread prime-time coverage. The most prominent example: a 30-minute TV feature presented by MTV’s popular host Sarah Kuttner.As Europe’s largest Poetry Slam event, DEAD OR ALIVE soon became too popular for the one theatre. It has since been exported to theatres throughout the country, with more locations to follow soon.