Context
The Royal Danish Theatre and DSB set out to bring the performing arts closer to everyday life.Direction
We developed the concept “Dit Kongelige Teater” (“Your Royal Theatre”), reframing a national institution as something accessible and present across Denmark.The idea was simple: send the theatre on tour.
A small troupe of performers - spanning ballet, opera and classical music - traveled by train and performed live at stations across the country.We developed the full concept, naming and visual identity, along with a campaign supporting both the tour and its documentation.
The project extended across live events, social coverage, a vox-pop TV format and a film capturing the performances in a more cinematic setting.Impact
The campaign brought the Royal Danish Theatre into everyday public space.By turning infrastructure into stage, the project made high culture feel accessible and shared across the country.
Taking two of Denmark's best know brands to the wrong side of the tracks. Under our direction the The Royal Danish Theater teamed up with The Danish Railroads for a train-ride of a lifetime.
We send the The Royal Danish Theater touring beautiful Denmark by train. And we lived to tell the story.
