Los Angeles is the entertainment capital of the world, filled with leading performers. Our ambitious task was to distinguish the Ford from being seen as just another entertainment venue.
Brutal Simplicity Of Thought
We understood that our brand campaign needed to celebrate the Ford Theatres’ unique mission to provide a stage for all artists of LA, regardless of their marquee value. This led us to the big idea: “LA’S FRESHEST TALENT.”
We created three series of documentary-style social content that explored the diverse programming offered at the Ford. The first series, titled “Performers’ Journeys” shared behind-the-scenes insight into local artists, their motivations, style and pre-show preparation. The second series, “Pop Up Performances,” were live guerrilla performances shot in and around famous venues in Los Angeles for unexpected audiences. The final series, titled “Coffee for a Song” invited talented locals to share and celebrate their skills in exchange for a free coffee. Oh, and some free PR!
impressions on social media channels during the summer season, a 1,997% increase
The top Facebook post, “Versa-Style Pop-Up Performance” was viewed 257,744 times and had more than 10,000 engagements (likes, comments, shares)