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.

Discover More Daily Signals
Under Armour backs the rise of the women’s sports economy

Daily Signals

Under Armour backs the rise of the women’s sports economy

American athletic brand Under Armour has unveiled Click Clack: The Next Era, a new campaign reimagining its original Click-Clack football advert fr...
Sport : Womens Sports : Football
Levi’s launches Wear Longer Project to teach Gen Z clothing repair skills

Daily Signals

Levi’s launches Wear Longer Project to teach Gen Z clothing repair skills

Levi’s has unveiled the Wear Longer Project, a new education initiative designed to equip young people with practical skills to repair, refresh and...
Sustainability : Fashion : Levis
Stat: Britain’s stiff upper lip still shapes modern masculinity

Daily Signals

Stat: Britain’s stiff upper lip still shapes modern masculinity

A new YouGov study of 4,403 UK adults highlights how attitudes to crying are still deeply gendered in Britain.
Health & Wellness : Masculinity : Statistic
Chevrolet revives its ‘See the USA’ jingle to celebrate America’s semiquincentennial

Daily Signals

Chevrolet revives its ‘See the USA’ jingle to celebrate America’s semiquincentennial

As the US celebrates its 250th anniversary in 2026, Chevrolet is inviting Americans to hit the road with a new ad campaign that reimagines its icon...
Mobility : Branding : Advertising
How Spotify’s book strategy signals the return of intellectual culture

Daily Signals

How Spotify’s book strategy signals the return of intellectual culture

Audio streaming app Spotify is deepening its push into publishing with two updates designed to make reading more fluid across formats.
Spotify : Books : Technology
Stat: Why skill investment is lagging behind AI ambition in the workplace

Daily Signals

Stat: Why skill investment is lagging behind AI ambition in the workplace

Almost three-quarters (74%) of businesses say they are prioritising investment in technology, data and platforms over spending on workforce develop...
Technology : AI : Statistic
Why James Turrell is designing for awe in an age of attention fatigue

Daily Signals

Why James Turrell is designing for awe in an age of attention fatigue

ARoS Museum of Art in Aarhus will unveil As Seen Below on 19 June 2026, the largest Skyspace artist James Turrell has ever created within a museum ...
Design : Architecture : Art
F1 team names Anthropic's Claude as Official Thinking Partner

Daily Signals

F1 team names Anthropic's Claude as Official Thinking Partner

AI company Anthropic has announced a multi-year partnership with Atlassian Williams F1 Team, naming its AI model Claude as the team’s 'Official Thi...
AI : Sport : Technology
Stat: E-commerce enters the age of spontaneity as AI reshapes discovery

Daily Signals

Stat: E-commerce enters the age of spontaneity as AI reshapes discovery

A new consumer survey by AB Tasty highlights five e-commerce trends set to define winning strategies in 2026, pointing to a more spontaneous, AI-le...
Retail : Ecommerce : Online Shopping
Heineken leverages the power of fandom to spark friendship between strangers

Daily Signals

Heineken leverages the power of fandom to spark friendship between strangers

International brewer Heineken has launched Fans Have More Friends, a sponsorship platform built on the idea that shared passions are one of the fas...
Fandom : Sports : Drinks
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN