Celebrating Fifty Years of Wow! at The Crucible with a new campaign for Sheffield Theatres.
The Crucible is an iconic theatre venue in the heart of Sheffield city centre. It has welcomed legendary actors to its stage, provided big breaks for many young performers, and has been home to a wealth of world-class productions. Not to mention its role as host for the World Snooker Championship since 1977.
This month marks the 50th birthday of The Crucible and with it the announcement of a 12 month season of theatre celebrating this fantastic milestone.
As part of our continued creative partnership with Sheffield Theatres, we have created a dynamic campaign to showcase and celebrate everything that makes The Crucible so special.
The campaign is led by a changeable 50 mark. It reflects the variety of people, costumes, sets, music, posters and everything in between, that have played a part in The Crucible’s half-century. Variations of the mark will be used across production marketing, season guides and special events.
The campaign reignites ideas established in our original brand strategy for Sheffield Theatres. In their world of creativity, imagination, and innovation, they want every interaction to leave a lasting impression by ‘creating Wow! moments’. This has been The Crucible’s purpose since day one. So the birthday campaign is about more than just celebrating a building — it’s about the 50 years of Wow! that have happened within it.
Those ‘wow moments’ have meant something different to everyone. To capture that diversity, the campaign message is adaptable. It can present endless ideas of what The Crucible means to its audience, from grit, glitter, and drama to wonder, laughter and applause. It’s all part of its 50-year history.
The campaign has been launched with an animation, presenting this variety of what ‘Wow! moments’ mean to people. This flexible message structure will continue to be used on communications throughout the year. Sheffield Theatres can present archive imagery, showcase up-and-coming talent, and reach out to new and broader audiences — so everyone can share the celebration of Wow! moments at The Crucible.
The launch of the 50th campaign also coincides with a new season guide, featuring an original lead image we created for the groundbreaking new production Rock, Paper, Scissors — which will see actors star in three plays at once, across all three of Sheffield Theatres stages.
You can read more about this exciting new production here
www.bbc.co.uk/news/entertainment-arts-59207872x
You can also find out about everything that is happening during this 50th year here
www.sheffieldtheatres.co.uk/news/50th-anniversary-season
