Sanmohini Pellerini and Dave Roberts from SID LEE, Canada delivered a brief for a project for Cirque Du Soleil. We where assigned 24 hours to come up with a solution on how to announce the launch of a permanent Cirque du Soleil show in China.

Our solution
Cirque Du Soleil is all about multicultural, dynamic, adrenaline pumping performances filled with music and light. They shows are quite often inspired by the asian acrobatic arts and in this we saw a major problem. The asian feel maybe exotic in the US and in Europe, however if we try to launch Cirque Du Soleil in China pushing the exotic asian feel we were sure to fail.

China has a strong connection to its historical heritage and the chinese people have a tradition of storytelling through for example the Beijing opera. With this in mind we decide to put focus on the european history, creating a campaign based on figures throughout the european historical and social evolution presenting the ancient Rome, the gypsies in Bulgaria, the French haute couture and so on.

The campaign will have its center in the target audience mobile phones. We are sending out MMS messages inviting selected people to attend promotional shows. We also create a mobile web portal where we convey the feeling of Cirque Du Soleil as well as educate the audience about its origin through images and video.

The workgroup
Andreas Widman, Simone Magurno and Tore Holmberg