BACK TO THEATRE campaign

"The White Disease and no other disease closes theaters anymore." This is the first of three headlines of the new campaign of the Association of Professional Theaters of the Czech Republic from the VCCP workshop to support the reopening of theaters and cultural life after the lockdown.

The campaign was created in cooperation with the Arts Directors Club Czech Republic and the Association of Professional Theatres of the Czech Republic under the leadership of Dejan Štajnberger, member of the ADC and creative director of the VCCP agency. The project was also worked on by Milica Majstorović, art director of the project, Marek Farkaš, head of art, Daniela Domin Kaňková, copywriter, and others.

"We noticed that no misfortune or catastrophe will stop Czech theaters from continuing to create. However, it is still difficult for some people to see beyond the coronavirus crisis. That is why we wanted to give them hope, draw attention to new performances and invite them back to the theater," explains Milica Majstorović. "We wanted to welcome them back to the theaters and see smiles on their faces," she adds.

The VCCP team took inspiration from historical posters of classic works for their key visuals, specifically The White Disease, The Bartered Bride, and The Inspector General. They chose playful and slightly humorous headlines for them.

"We are all delighted with the return of audiences to theater auditoriums across the country. Together we will get through this," says Eva Kejkrtová Měřičková, executive director of the Association of Professional Theaters.

The creative will be visible from the beginning of October on Prague CLV screens and billboards of JCDecaux, which is one of the campaign partners.

"We are very happy to have been able to collaborate on this project. Many performances were canceled during the pandemic, some actors even lost their jobs.

"We wanted to support the theaters. They will certainly be pleased to see full halls again," adds Daniela Domin Kaňková.