The Challenge

Our brief was to ensure that the play’s transfer to the West End was commercially successful for the National Theatre, and to broaden the reach of the National Theatre’s work and audience in London.

Warhorse Logo

The Campaign

As well as developing the key art creative campaign, we also heralded the arrival of War Horse in the West End by implementing a broader media campaign across multiple formats including television and cinema advertising.


The Creative

For the West End transfer we were asked to refine the image and examine the balance between the World War One elements, and the key relationship between Albert and Joey the horse.

“War Horse is all about the magic and beauty and the emotional resonance with audiences all across the world.”

Matt Dixon, Creative Director
Warhorse Creative

Breaking New Boundaries

AKA challenged the norm to extend the reach of the War Horse media campaign by making it the first play ever to run television and cinema advertising.

Television Trailer
Cinema Trailer

During the campaign the National Theatre achieved a 30% increase in sales.


Capitalising on the success of this format a subsequent  TV campaign saw War Horse record its best ever daily wrap following a spot aired during the final episode of hit television series Downtown Abbey on ITV1.


Campaign Highlights

We designed and delivered an additional access ticketing policy, increasing access to a new audience, including under 16's and under 18's, first time attendees and disadvantaged and disabled audiences.

We introduced 7pm performances on Tuesdays to attract the family market and create further accessibility for younger audiences.

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020 7836 4747