M&C Saatchi wins battle for Upton and Blanchett

STC Cate Blanchett Andrew Upton M&C SaatchiM&C Saatchi last night won Australia’s most unusual creative pitch of the year.

The agency was triumphant in a one hour live brief, with Andrew Upton and Cate Blanchett’s Sydney Theatre Company as the client.  

In the pitch, organised by STC sponsor Adshel and run in conjunction with AWARD, staff from Sydney’s leading agencies were briefed by the theatrical duo on a campaign which is to run on the outdoor company’s inventory across Sydney.

STC Adshel AWARD roomThe aim of the campaign is to reach beyond the theatre’s traditional older Eastern suburbs audience. Upton and Blanchett told the agencies they wanted to communicate their strategy of turning the venue into somewhere that debate takes place before and after the performance too.

During the briefing Upton told the agencies: “Our aim is to spread doubt and start arguments.” He conceded: “There is a conundrum – if you have to sell hard to sell tickets to a show, clearly that show is a dog.” But he added: “If it’s a turd, we’re not going to polish it.”

STC Adshel AWARD conceptsMeanwhile Blanchett’s message to the agencies was even tougher – to come up with something “strange and unique while strangely familiar”.

The agencies then spent the next hour working on ideas over beer and pizza, before a panel including Upton and Blanchett selected a winner.

M&C Saatchi’s campaign idea – based around a mechanism involving sending the next line of dialogue from a play to consumers who’ve interacted with a poster – was selected as the winner. It will go live in a few weeks time.


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