Lesch+Frei makes theater again

The basis for the open-air performance since 1924, the date of the first Einsiedeln World Theater, is "The Great World Theater," a myth play by the Spanish poet Pedro Calderon de la Barca. Author Tim Krohn and director Beat Fäh are responsible for the production, which is about the question: "How far may man intervene in creation?"

This question was also the briefing for the agency. It quickly became clear that such a topic allows for the most diverse interpretations, as it says in a press release. But it also became clear that it is very demanding to advertise a play whose content the audience does not know. With Schiller, all it takes is an apple, with Goethe a skull and crossbones, and the audience knows that we are talking about William Tell and Faust. This is not the case with the Einsiedeln World Theater - it is rewritten for each performance.

The written word is then also the main element of the campaign. The headlines on and in the individual advertising materials are all taken from Tim Krohn's manuscript and, even in their brevity, say a lot about the content and style of the performance. The visual appearance is intended to exude a theatrical atmosphere and is consistently carried through all advertising materials.

Responsible at the Einsiedeln World Theater:Peter Kälin (President of the World Theater Society), Gerhard Kälin (Marketing and Communications). Responsible at Lesch+Frei Zurich: Natasha La Marca (AD/concept), Peter Lesch (text/concept), Irene Stutz (consulting), Barbara Meier and Désirée Guzzo (DTP and image editing).