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ONCE (Behind the Scenes)


Artisans PR
Wednesday, Aug. 27, 2014


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AKA NYC began its rebrand of ONCE earlier this summer. In June, the agency released a music driven television spot designed to give viewers a taste of the show’s unique character by placing them on stage with the performers.  More recently, the agency used social media to promote Glen Hansard joining the cast onstage for one night only. (Hansard, who wrote the music and lyrics and starred in the original movie, joined the show for its 1000th performance and celebrated the milestone in a post-show jam session.) The campaign also includes print, radio, outdoor and web advertising, all centering on the show’s authenticity. The rebranding effort has already led to a significant spike in ticket sales. 

Client:  ONCE and the Bernard B. Jacobs Theatre
Agency:  AKA NYC. Jamaal + Bashan, Director; Bashan Aquart, Executive Creative Director; Jamaal Parham, Content Director; Adam Coffia, Executive Producer; Lauren Hunter, Copywriter; Jamaal Parham, Editor; Nick Lane, Secondary Editor; Roman Micevic, Motion Graphics; Adam McDaid, Cinematographer; Monique Perreault, Line Producer.
Color:  The Mill
Sound: Plush NYC
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