zürcher theater spektakel 2024
for this year’s festival campaign we’ve collaborated with the renowned illustrator bráulio amado. the expressive, photocopied collages consist of images from the invited international productions.
with more than 100’000 visitors each year, the event is one of the most important festivals for contemporary performing arts in europe. the festival site is beautifully situated on the landiwiese on the shores of lake zurich.
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the zürcher theater spektakel is traditionally a venue for great international art from all over the world. this includes stars and newcomers, brilliant entertainers and people who tell stories from their countries and stand up for their positions with their political art. the campaign also reflects this diversity.
the campaign was prepared across a variety of print and online media: in addition to the popular posters and the programme newspaper, the campaign will be seen on advertisements, digital out-of-home screens, in the trams, in the cinema, on web banners — and of course on the festival site itself.
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project details
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with more than 100,000 visitors each year, zürcher theater spektakel is one of europe’s leading festivals for contemporary performing arts. set on the landiwiese along the shores of lake zurich, the festival brings together international artists, established performers and emerging voices from around the world.
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for the 2024 festival campaign, studio marcus kraft collaborated with renowned illustrator bráulio amado. the visual concept draws on imagery from the invited international productions, transforming it into expressive, photocopied collages that reflect the festival’s artistic and cultural diversity.
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the campaign combines bold illustration with the raw, layered aesthetic of photocopied imagery. the collages bring together fragments from different performances, creating a lively visual language that reflects the range of artistic perspectives and stories presented at the festival.
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the campaign was rolled out across print and digital media, including posters, the programme newspaper, advertisements, digital out-of-home screens, trams, cinema, web banners and the festival site itself. a flexible visual system ensured a recognisable presence across the city and throughout the festival grounds.
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a dynamic festival campaign that uses expressive collage and international imagery to communicate the diversity of contemporary performing arts and establish a strong visual presence across zurich.
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client: zürcher theater spektakel
year: 2024
services: concept, art direction, graphic design, illustration collaboration, campaign design, animation, print and digital communication -
responsible for concept, art direction, design & animation: studio marcus kraft; bráulio amado (artwork), michel fries (layout), highfive (web development)
zürcher theater spektakel: sarah wendle, veit kälin, matthias von hartz (co-direction), heike dürscheid (head of communication); selina stefaniak (assistance communication); cynthia domfe (marketing & head of campaign), josefine stähli (head of artistic administration)