SRT is known as one of the most diverse and progressive theatre companies in Asia, with its goal to enrich, educate and entertain audiences by staging productions of the highest caliber, while ensuring every young Singaporean is exposed to arts and literature in order to foster a love of culture.
To promote the Charlotte’s Web production, SRT partnered with TBWA\Singapore to create an immersive and interactive trailer experience that no billion-dollar 3D movie can replicate. Disrupting the routine pre-roll cinema ads, the team hijacked the screening room to execute a live-action re-enactment from Charlotte’s Web to give young audiences their first taste of theatre.
SRT is the only theatre company in Singapore with its very own venue, where it stages international productions, a season of exciting original plays and musicals, and a season dedicated to the younger audience. SRT believes strong programming for young audiences is what will develop the arts scene long-term, and reaches close to 70,000 children a year with young talent programmes and play-productions with collaborations from the best international talent on and off stage.
“The youth are exposed to more forms of entertainment than ever before,” said Gary Steele, executive creative director at TBWA\Singapore. “Theatre contends in a plethora of more accessible and cheaper entertainment options like gaming or Netflix. But amid the rising screen culture, we were able to remind people of the irreplaceable magic of live-theatre. Dynamic performances, unpredictability and playhouse atmosphere that cannot be replicated onscreen.”
Singapore has seen the rise of a vibrant art scene, with flagship events such as Art Stage, and the recent opening of the National Gallery. However, many still perceive performing arts as highbrow, unfamiliar and difficult to appreciate.
As a non-profit organisation, SRT aims to groom a new generation’s appreciation of literature and performing arts, whilst creating direct employment for up to 300 people a year. It is a key partner of the National Arts Council, helping progress the industry through local talent development (key to creating the best original productions for future revenue streams) and increasing audience growth by partnering with creative agencies such as TBWA.
“With this project, we reached out to a wider audience who might never have considered theatre as an option,” said Charlotte Nors, executive director at SRT. “We compete in a rich world of entertainment, with a growing number of 3D movies as Hollywood strives for more immersive cinema. But nothing gets you closer to the action than theatre – real actors, real props, real fantasized experiences shared with the audience as a whole. We even experimented with the first scented musical in 2013, Red Riding Hood, to stimulate more senses than ever before. We truly believe theatre has the ability to bring people to together, more so than any cinematic experience.”
See the LIVE trailer concept film:
Visit Singapore Repertory Theatre:
About Singapore Repertory Theatre
Founded in 1993, Singapore Repertory Theatre (SRT) is one of the leading English language theatre producers and presenters in Asia. In addition to its repertoire of original musicals like Forbidden City: Portrait of an Empress, the company has produced a number of critically acclaimed plays that include ART, The Pillowman and God of Carnage. SRT is also one of the biggest producers of children’s theatre in Southeast Asia with shows like Pinocchio, The Ugly Duckling and The Three Little Pigs. SRT was the first Singaporean theatre company on Broadway in 1998 as Associate Producer of Golden Child, which went from Singapore to New York and earned three Tony Award nominations. SRT presented the Royal Shakespeare Company’s King Lear and The Seagull starring Sir Ian McKellen in 2007. SRT was the a co-commissioning partner for all three years of The Bridge Project directed by Sam Mendes with The Winter’s Tale starring Ethan Hawke in 2009, The Tempest starring Stephen Dillane in 2010 and Richard III starring Kevin Spacey in 2011. Celebrating its 20th Anniversary in 2013, SRT, in collaboration with Esplanade – Theatres on the Bay, presented 3 Titans of Theatre – a season of works directed by Simon McBurney, Yukio Ninagawa and Peter Brook. SRT co-commissioned Peter Brook’s Battlefield in 2015.
About TBWA Worldwide
TBWA\Worldwide (www.tbwa.com) is a top-ten ranked global advertising collective that holds Disruption® at its core to develop business-changing ideas for brands. TBWA has 11,300 employees across 305 offices in 98 countries and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and TBWA\WorldHealth. TBWA’s global clients include adidas, Airbnb, Apple, Gatorade, Henkel, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby’s and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.