THE BROADWAY LEAGUE

The Challenge

Broadway contributes $14.7 Billion to the New York City economy and saw a major shift in audience demographics in the 2022-2023 season: 29% self-identified as BIPOC and the average age of attendees was 40. A record-breaking 16 shows were directed by women. However, 40% of Zillennials (polled in a recent study) have never seen Broadway-specific ads in their social feeds. These entertainment brands are prime to expand their cultural relevance because now, more than ever, they're being written by and for younger, more diverse audiences. We needed an authentic, energetic campaign that could reposition the industry as an epicenter of Zillennial culture and values.

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The Strategic Approach

The “Find Yourself at a Broadway Show” amplifies Broadway’s response to the industry-wide reboot during the pandemic, which led to bolder storytelling. The artists and producers listened - now it's time to specifically invite the audiences who would benefit most. This multi-layered video campaign allows young people to see themselves represented on stage and to quite literally “find themselves” in the dark of a theater, following characters on journeys similar to their own. We wanted to translate a core theatrical device, a big moment of change, to digital storytelling.

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The Creative

VO:

In the heart of Manhattan,

secrets are traded every night.

 

Whether it’s Prior or Melchior,

Ponyboy, or Cassie,

Broadway characters

teach us how to truly live.

 

In the dark of a theater, we see that moment...

When they change forever.

When they leap into their new selves.

So that their Act 2 can even happen.

 

What if we did this in our lives?

Ignited this change?

This is your sign.

Book the flight.

Take the leap.

Find yourself

at a Broadway Show.