First International Tour of Complicité’s Groundbreaking Stage Adaptation of Olga Tokarczuk’s Novel
The Project
ELM played a pivotal role in crafting and executing a dynamic media and marketing strategy for the global journey of this production. Additionally, ELM headed up Complicité’s in-house marketing, enriching the company’s outreach and supporting significant initiatives like ‘Figures In Extincion,’ in collaboration with acclaimed choreographer Crystal Pite.
Simon McBurney, the artistic director of Complicité, brings to life Olga Tokarczuk’s 2009 stirring novel, “Drive Your Plow over the Bones of the Dead,” in a bold adaptation.
Setting the Scene
Drive Your Plow Over the Bones of the Dead is an exciting new theatrical production based on Tokarczuk’s controversial, genre-defying novel. Despite the novel’s profound impact in Poland, it is lesser-known in the UK. This work combined elements of thriller, comedy, and a powerful manifesto advocating for animal rights and the environment. Tokarczuk’s work, known for its unapologetic critique of oppressive power structures and environmental advocacy, demanded a solid campaign that resonated with the production’s core values.
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“ELM took the time to form a deep understanding of the company and the production’s themes, designing a campaign that combined true originality and creativity with close management of the numbers and razor sharp attention to detail. We would work with them again in a heartbeat”
The Approach
- Our strategy was infused with the essence of activism through unique methods such as clean graffiti, organised protests and marketing activations.
- We tapped into Complicité’s dedicated fan base and their educational influence, alongside reaching out to schools on the Key Stage 2 National Curriculum to create an extensive study guide with Creative Learning.
- Delving deeply into the novel’s rich themes, we released a series of insightful videos showcasing Complicité’s exceptional rehearsal approach, featuring interviews with the creative team and McBurney himself. The campaign included the launch of an Electronic Press Kit (EPK) trailer and exclusive live streams from The Lowry, Manchester.
The Outcome
The production debuted to full houses in London’s Barbican and continued to captivate audiences throughout the UK and Europe. The tour commenced in December 2022 at Theatre Royal Plymouth and made a noteworthy stop at Bristol Old Vic in January 2023, paving the way for a UK and international circuit, which included a significant three-week residency at London’s Barbican.
Photo Credit: Pinelopi Gerasimou
Services
Pre Green light
ELMs involvement on Drive Your Plow Over The Bones of the Dead started in the pre-green light phase including programming, PR ticketing and box office consultancy.
Pre Opening
Appointment of a bespoke set of suppliers and an integrated marketing budget servicing the entire tour. Development and execution of a suite of marketing assets including an EPK, development of key-art, radio ads and digital assets.
Running
Delivery of integrated campaigns Internationally.