Mix the Play by the British Council and The Old Vic theatre, London Mix the Play by the British Council and The Old Vic theatre, London
Mix the Play by the British Council and The Old Vic theatre, London Mix the Play by the British Council and The Old Vic theatre, London
Mix the Play by the British Council and The Old Vic theatre, London Mix the Play by the British Council and The Old Vic theatre, London
Mix the Play by the British Council and The Old Vic theatre, London Mix the Play by the British Council and The Old Vic theatre, London

New direction

23 : 06 : 2016 British Council : Mix The Play : Personalisation

London – The British Council and The Old Vic theatre are inviting the public to re-imagine a classic scene from Shakespeare.

  • Mix the Play lets theatre lovers and schoolchildren lend their creative direction to A Midsummer Night’s Dream
  • Users can download their mix, share it on social media or use it for classroom learning

Users can choose how the actors should perform their roles, what period of costume to wear and even which music should support the scene. To make it possible, the British Council shot 36 versions of the scene using different set designs and actresses in the role of Titania, creating a possible 108 permutations.

‘It is vital that we find new ways to engage young people so that we can ensure that Shakespeare remains as relevant in the future as he has been for the past 400 years,’ says Rosemary Hilhorst, director of Shakespeare Lives at the British Council, which is celebrating the 400th anniversary of the playwright’s death.

The Big PIcture

Brands such as Lynx and Topman are becoming more creatively ambitious with programmatic advertising, creating hundreds, if not thousands, of iterations of their adverts to make them more personalised. Find out more in our interview with Topman senior digital creative manager Tom Lancaster.

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