Every year the students Viktor Rydbergs Gymnasium put on a musical. This year was the classic West Side Story which played at the Maxim Theater in Stockholm. The plot revolves around the two gangs, the Jets and the Sharks in 50th century New York. We chose to do a modern interpretation when various gangs tagged posters. A major part of the posters, both awarded and were on purchased surfaces had unique tag.
The campaign was launched stealthily with documentary films to Instagram and Facebook without a sender.
And at the ticket purchase at Ticketmaster and all had to choose sides also. Half the salon was the Jets and the other Sharks. Although the program sheet will come in two versions as the rival gangs selling before the show. Whose side are you with?