Title	EVERY DAY A PLAY
Brand	KATONA JOZSEF THEATER
Product/Service	KATONA JOZSEF THEATER
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	YOUNG & RUBICAM BUDAPEST, HUNGARY
Idea Creation	YOUNG & RUBICAM BUDAPEST, HUNGARY
Media Placement	YOUNG & RUBICAM BUDAPEST, HUNGARY
PR	Y&R BUDAPEST, HUNGARY
Production	YOUNG & RUBICAM BUDAPEST, HUNGARY

Name	Company	Position
László Falvay	Young & Rubicam Budapest	Creative Director
Karolina Galácz	Young & Rubicam Budapest	Deputy Creative Director
Zoltán Visy	Young & Rubicam Budapest	Head of Art
Áron Hujber	Young & Rubicam Budapest	Art Director
Rita Horváth	Young & Rubicam Budapest	Account Executive
Péter Lászó	Young & Rubicam Budapest	Agency Producer

The Campaign

To prove theater is up to date and is about our modern lives, the theater and the creative team worked together and created a mini online play, one minute long, out of the day's most impactful news story. The fresh news story was chosen in the morning, when it broke. A play, a set and costumes were created real time and the play was uploaded next to the news article that same day.

Creative Execution

First, every day int he morning, the creative team and the theater's creative team, a dramaturg and a director, chose a story and wrote a one-minute screenplay. Then, actors were chosen for roles, set and costumes were briefed. The set was created out of modular pieces, created only for this campaign. A different visual arrangement was created for each play. The play was rehearsed, then recorded, and finally, a video was produced. The video was uploaded back to the news portal Index.hu, on the main page, next to the original news story article, within 7-8 hours of the news story coming out.

Over 300,000 unique users viewed the plays, in a country of 9,5 million. Earned media: estimated 50,000 Euros Every 7th person in the country knows about the campaign. Number of young adults who bought a theater ticket online: +137% This is based on the theater’s online ticket purchase data.

Katona Jozsef Theater wanted to reconnect with a younger audience, who are always online. Young people think theater is a thing of the past, it's about 100 old year stories and not relevant to today. That is why theater is not attractive to them. Katona Jozsef Theater wanted to prove to a younger audience that it is up to date, and relevant for our lives today. The best way to show theater is fast to react and relevant to today was to react to the freshest news and to create a "real time" theater.