Since ESPACE GO members are accustomed to a strong graphic and visual approach, one of the challenges was to execute visuals that would stand out in Montreal’s theatre milieu, while ensuring continuity with the platform of our previous campaigns, and focusing on the dominant presence of star actors.

Our objective was therefore to create a signage campaign to distinguish ESPACE GO from other Montreal theatre companies in order to convey its social and cultural commitment, build public interest, and ultimately, generate rapid ticket sales.

Exploring the theme of seduction, these three posters depict the star actors, photographed lying down to express abandon and vulnerability. Each actor stares into the camera, challenging viewers while simultaneously suggesting that they have something to hide. A modern photographic style was used to represent the contemporary nature of the plays.

To stand out from the main competition (who use black and white), we combined brightly coloured photos with saturated yellow text. The play title was spread over the entire visual to create a contemporary look.

Finally, the characters were stylized to reflect each play’s key theme.

One of the objectives of the 2013–2014 advertising campaign was to quickly generate ticket sales. ESPACE GO calculates ticket sales two weeks before the premiere of each play they present. For the 2013–2014 season as a whole, there was a 6% increase in tickets sales 14 days prior to the premiere of a play, and as much as a 17% increase for the play. The advertising campaign contributed to the success of the ticket sales.