Theater Masterskaya

Tragedy in comments

Agency: Jekyll&Hyde


Problem: Due to quarantine, all theaters in Russia were forced to close and cancel all their plays and premieres. Actors and spectators ended up locked at home. Solution: Instead of canceling the play, the “Masterskaya” theater decided to play it, no matter what. For this purpose, we created a special account in Instagram, and published the poster for the canceled premiere there. And then the actors and characters of the play started a conversation right in the comments under the poster. They all posted the lines of their characters in turns. And as a result, we played the entire Shakespeare’s play, so that everyone could read it by simply scrolling the comments on Instagram.

This professional campaign titled 'Tragedy in comments' was published in Russia in April, 2020. It was created for the brand: Theater Masterskaya, by ad agency: Jekyll&Hyde. This Digital medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted over 3 years ago by Mikhail of Jekyll & Hyde .


Advertising Agency: Jekyll&Hyde, Saint-Petersburg, Russian Federation
Creative Director: Mikhail Rakov

Art-Director: Maria Ustinova

Copywriter: Mikhail Rakov

Account Manager: Yana Negrya
Manager: Elena Palamarchuk 

Motion Design: Dmitry Miusov

Sound Design: Anton Wayer

Government of Q...


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