The Bruntwood Prize for Playwriting

The Bruntwood Prize is the UK’s largest national competition for playwriting, a democratic and anonymous prize that unearths and supports great new plays and writers through prize money totalling £40,000 per cycle.

As it entered its tenth anniversary year, Sundae and partner design agency Instruct were briefed to produce a new digital strategy for the Bruntwood Prize, (working with Bruntwood and the Royal Exchange Theatre), with a strong emphasis on widening its audience, encouraging entrants and becoming a source for general playwriting tools and advice year-round.

We produced a new multi-channel platform, a fully integrated online campaign, plus a fresh identity that was implemented across both print and digital.

To help drive the Prize forward, we updated Bruntwood’s physical touring playwriting workshops with live streamed online events, hosted by high profile playwrights including Simon Stephens and Bryony Lavery, with the aim of reaching a wider and larger audience, whilst also creating video content for the website. Over 1,000 people took part in the live online workshops, many more viewed the content after the event and the surrounding social campaign reached millions across the world.

We also produced six brand videos to promote the 2015 Prize, celebrating its history and achievements, building the multimedia content for the website and seeding out across social media.

As part of the 2015 Prize campaign, Bruntwood commissioned acclaimed photographer Simon Annand to capture British writers in the places that inspire them, resulting in an exhibition at the Royal Exchange Theatre from April. We devised and implemented a social media campaign for this that generated 2.5 million impressions, and invoking support from high profile names including actress Zawe Ashton and author Joanne Harris.

The project culminated with the awards ceremony, which took place at the Royal Exchange Theatre in November 2015. Instruct designed and produced the brochure and visuals for the event, which we live-streamed, to exponentially extend its reach to those unable to attend.

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Sundae and partner design agency Instruct were briefed to produce a new digital strategy for the Bruntwood Prize, with a strong emphasis on widening its audience.