CHALLENGE
Madách Theatre commissioned our agency to promote its new musical, A tizenötödik. The world premiere took place in the spring of 2022, attracting significant press coverage at the time. Our campaign’s aim was to raise awareness of the October performances. From the very beginning, however, we also felt a responsibility to help shape the cultural memory surrounding the play’s protagonist, Lajos Kazinczy.
SOLUTION
In the introductory phase of the campaign, we focused attention on Lajos Kazinczy through thematic press materials and organized interviews. To showcase the visual and musical world of the production, we created a music video: one of the songs, performed by Richárd Borbély in the role of Kazinczy, was released on Madách Theatre’s social media channels in early September. Around the same time, we launched the Instagram account @kazincy_lajos_hivatalos, targeting primarily 14–18-year-olds with edutainment-style content and unique graphic solutions.
The image campaign for A tizenötödik culminated in a public press event linked to the Memorial Day of the Martyrs of Arad. At the Fiumei Road Cemetery, the public was invited to join a special historical walk, followed by performances of three songs from the musical by Madách Theatre artists. Finally, a new memorial dedicated to Lajos Kazinczy was unveiled.
RESULT
Over the course of three months, the campaign brought news of Madách Theatre’s new musical to a significant portion of both Hungarian and cross-border audiences. The dedicated Instagram page for Lajos Kazinczy alone reached more than 130,000 people. Perhaps most importantly, thanks to the cooperation between Madách Theatre and the National Heritage Institute, supported by our professional expertise, Lajos Kazinczy was finally honored with a worthy memorial in the Fiumei Road Cemetery.
With the campaign created for Madách Theatre, we won the Gold Award at the 2023 PR Excellence Hungary Awards. Creators: Dóra Ábrahám-Horváth, Zita Hella Varga, Szilvia Tóth, Emese Gazda, Nikolett Balassa.