Griffin Theatre EOFY
Griffin Theatre is one of Sydney’s oldest theatre companies – and one of Re|'s most beloved clients. The tiny theatre in Darlinghurst has launched the careers of many Australian writers and premiered legendary plays. Griffin’s small space and capacity of just 108 brings the audience closer than most, and is the epitome of intimate theatre experiences.
Each year, Re| work with Griffin Theatre to support their end of financial year donations push. And with arts funding thinning, the 2016 campaign is more important than ever.
To spearhead the drive, we created a short film in collaboration with director Jack Naylor entitled ‘Intimacy’. It’s a confronting and compelling piece that explores what intimacy means in its many forms. With a script by standout Australian playwright Suzie Miller, and a cast of exceptional Griffin talent, the film encapsulates the very intimate experience of Griffin Theatre. This was shared on all of Griffin’s social media channels and supported by the various actors on their personal social media.
This video was one the most successful campaign Griffin has ever run, in terms of raising both brand awareness and donations. On social media, there were 5,300 views on Facebook and 500 on YouTube. This compares to a previous best of 963 total views in 2015.
The ultimate measure of success, however, is in the money raised. The campaign launched in June 2016 and by August Griffin had raised 160% of the previous year’s donations. That means that in just over a month they received more donations than over the entirety of 2015. Additionally, the campaign has attracted almost 100 new significant donors to the company – donors who will hopefully continue to patronise the institution in the coming years.
Client — Griffin Theatre Company
Studio — Re Sydney
Creative Director — Colin Cornwell
Director — Jack Naylor
Photographer — Nick Lawrence
AGDA Design Awards 2016
Finalist — Design Effectiveness: Marketing Campaigns