» Client: Washington Improv Theater
» Job: Create a campaign for Washington Improv Theater (WIT) that will establish an identity for the improv troupe and drive traffic to the group’s shows.
» Agency: Rosenthal Partners Inc. in Bethesda.
» Theme: Unpredictability. The irreverent campaign was designed to spotlight the troupe’s off-the-cuff-style shows.
» The Concept: The campaign aims to play up WIT’s improv skills using advertisements with a sarcastic tone. For example, one ad reads “Classically trained in the fine art of … making sh*t up.” The campaign’s edginess is not for everybody, said Kristi Lee, a Rosenthal account supervisor. “What makes this ad good is that it’s not meant to appeal to everyone,” she said. “It’s meant for people that seek an alternative mindset and aren’t afraid to be unconventional.”
» The Plan: The campaign launches on Friday and will run through October. In keeping with the campaign’s target audience, Rosenthal is running ads in places where “free thinkers” might be found, such as at local colleges and universities and in The Washington City Paper. The ads will also run on taxi tops.
» Creative Team: Jim Lansbury (creative director/copywriter), Jamin Hoyle (art director), and Kristi Lee (account supervisor).
» Background: Rosenthal Partners, which dubs itself a “fiercely independent” advertising agency, has a diverse list of regional and national clients, including the International Spy Museum and Tysons Corner Center.
» Working on Next: Campaigns for Next Day Blinds, Long & Foster Real Estate and Great American Restaurants.
