The Mission

AKA was engaged to work on Matilda The Musical at the Cambridge Theatre on behalf of the Royal Shakespeare Company after its transfer from Stratford-upon-Avon in 2011.

Our brief was to position Matilda The Musical as an exciting, "must-see" production for adults as well as capturing the imagination of younger audiences, thereby extending its longevity as a brand.

Adult and Younger audiences

The Creative

Our creative work on Matilda is on-going and has so far spanned two phases:

Phase 1: The Transfer

The artwork for Matilda’s transfer from Stratford needed to capitalise on existing awareness of the production whilst also building a distinct new identity for West End audiences.

Transfer Artwork

Phase 2: Sustaining the campaign

Additional developments within this phase have been used to maximise sales at key periods in Matilda's West End life.


Campaign Highlights

Cinema Advertising

Cinema Advertising

In 2014 our on-going goal to position Matilda as a ‘musical for adults’ heralded the show’s first cinema advert.

The brief was to develop a high-energy spot that would appeal to edgier, bolder, non-family cinema audiences.  Working with both show footage and specially-shot footage of the show’s main characters depicted in trademark Matilda silhouettes, we created a 30 second advert that spoke specifically to the cinema audience.

The advert uses high-impact shots and playful copy to position Matilda as a must see live event.

The advert went out on the Gone Girl trailer reel in cinemas, and resulted in a direct spike in bookings from the 24-35 year-old target audience.

Liberty Takeover

Liberty Takeover

In 2013 we were excited to launch a Matilda The Musical takeover at Liberty. The 360° partnership encompassed an art installation, window display, in-store activity including a pop-up shop, trade and consumer PR campaign and targeted promotional support.

The creative collaboration was seen by millions of Londoners and domestic and international visitors alike during Christmas, Liberty’s busiest time of the year.

At the heart of the unique collaboration was an installation by the production’s Olivier and Tony award-winning set designer, Rob Howell, suspended through four floors of Liberty’s central atrium.

The installation, in keeping with the style and themes of Matilda, consisted of a giant satchel with brightly-coloured lettered tiles exploding from within.

The Liberty partnership was seen by over 400,000 through Liberty’s social media channels and prime Central London window displays over the festive period.

Digital Outdoor Advertising

Digital Outdoor Advertising

Part of the Matilda campaign was a photo-shoot commissioned to capture unique moments from the show in a new way.

This venture resulted in the creation of a colourful set of London Underground digital escalator panels depicting the show’s main characters striking poses in trademark silhouettes.

Building a global brand


The Matilda campaign has continued to develop in order to sustain audiences and build an international brand.


Using our experience in the UK, AKA has developed and continues to manage the creative, marketing and advertising campaigns for Matilda on Broadway, and Matilda Australia (opening July 2015).

AKA's unique global offering ideally places us to maximise synergies and learning's across these three territories.

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