Les Théâtres - Promotion of the new season theater programme

Challenge

Promote theatre programming, memberships and cultural initiatives while making theatre feel more approachable to a broader audience.

Approach

The campaign drew on well-known literary, theatrical and musical references, reinterpreting them through contemporary language and everyday situations.

By blending cultural heritage with familiar expressions, the work aimed to create moments of recognition and surprise, turning culture into something playful rather than intimidating.

My Role

Concept development & copywriting.

Key Learning

This project explored how shared cultural references can create engagement. A familiar phrase, a literary quote or a theatrical title can become an entry point, helping audiences connect with cultural institutions in a more accessible way.

"Chuchote-moi, don qui chante"
A phonetic reinterpretation of Don Quixote. In French, Don Quichotte sounds close to don qui chante ("a singing donation"), transforming a literary reference into a fundraising message while preserving its immediate recognizability.

"Vivre d'Amadeus et d'eau fraîche"
A play on the French idiom vivre d'amour et d'eau fraîche ("to live on love alone"), replacing amour with Amadeus.

"Être ou ne pas être une feuille d’hêtre"
A reinterpretation of Shakespeare's famous To be or not to be. The French word hêtre ("beech tree") sounds almost identical to être ("to be"), allowing the quote to be transformed into a playful reference to the nature-themed performance.