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Oprah Winfrey and The Broadway League Raise the Curtain for 'This Is Broadway'

Lucky Generals and Resolution welcomes audience back to New York theatres

Oprah Winfrey and The Broadway League Raise the Curtain for 'This Is Broadway'

More than a year ago, all Broadway theatres closed, putting 90,000 people out of work and curtailing the $13 billion economic impact Broadway has on New York City. But after a year of devastation, the theatre lights are getting ready to illuminate once again. 

At this pivotal moment in Broadway’s history, all the industry’s key players from unions to producers to theatres have come together to create an integrated marketing campaign designed to get audiences back into Broadway theatres. Leveraging complete access to all of Broadway’s archival footage and music, creative agency Lucky Generals created the ‘This Is Broadway’ campaign that brings to life the full experience of Broadway while supporting ticket sales for its upcoming season. The campaign is a first of its kind, as it establishes a consumer facing brand and visual identity for Broadway theatre as a whole, an international art form that is quintessentially American, versus individual shows.

The campaign is anchored by an anthem film inspired by the work of celebrated film director Jon Kane and voiced over by Oprah Winfrey. It is comprised of footage from 99 shows—ranging from “A Chorus Line” to “Hamilton” to “Springsteen on Broadway”—that reflect the joy, spectacle, and emotion of Broadway. It’s the widest ranging and most inclusive effort in Broadway history, using all of Broadway’s archival footage for the first time, made available to the industry through a joint commitment from the key Labor Unions. The film features stars including Hugh Jackman, Bruce Springsteen, Lin-Manuel Miranda, Sara Bareilles, Billy Porter, Angela Lansbury, Ethel Merman, James Earl Jones, and Denzel Washington, to name a few.

Created in partnership with media agency Resolution, the campaign leverages sophisticated audience data and digital channels to ensure that messaging is tailored to the audiences most likely to purchase broadway tickets in the coming months. A range of 30 second, 15 second and 6 second digital ads will run in New York City locations like subway and bus stations, taxis, Wi-Fi kiosks, and in Times Square, and on media platforms with broader geographic reach, including YouTube, Facebook, CNN, Condé Nast, Hulu, The New York Times and more.

The effort has also brought together over 40 independent LLCs that represent the industry’s current season of shows to ensure unilateral support for all members of The Broadway League.

A central element to the campaign is Thisisbroadway.org, which provides audiences with a comprehensive overview of what’s playing on Broadway. The site allows audiences to explore all Broadway shows on offer in New York City, pass interested audiences directly to a specific show’s site or official ticketing partner, and share actionable insights with all shows around audience dynamics, their interests, and ticket conversions. It is also home to the campaign’s anthem film, safety information, and real time updates regarding Broadway’s return.

“It has been an honour to collaborate with such incredible partners to support the return of this iconic medium,” said Lucky Generals strategy partner, Jess Roubadeaux. “Broadway’s impact is felt far beyond the reaches of NYC. We sought to create a design system and campaign that could capture its distinctive brilliance – while leveraging a data-driven framework to guarantee audience engagement.”

Broadway League’s Campaign Architect, Andrew Lazzaro, adds: “The work benefits enormously from a digitally native team at Lucky Generals that immediately saw the value in data, the role of media, and could move quickly to ensure the creative met the moment to deliver an elegant path to purchase during a period of unprecedented uncertainty.”  

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Lucky Generals NY

Managing Partner (Account): James Fox

Managing Partner (Creative): Augusto Sola

Managing Partner (Strategy): Jess Roubadeaux

Head of Design: Scott Smith

Associate Creative Director: Bryan Denman

Associate Creative Director: Daniel Berenson

Senior Designer: Amish Shah

Account Director: Chelsea Elliott

Account Director: Cat Seeger

Account Supervisor: Atheina Hasbani

Executive Producer: Emma Starzacher

Executive Integrated Producer: Jolly Banerjee

Integrated Producer: Sam Clark

Global Business Affairs Director: Christine Claussen


Campaign Creative Director: Drew Hodges

Campaign Architect: Andrew Lazzaro

Resolution Agency (Media)

Managing Director, Growth & Client Transformation: Kate O’Brien

Managing Director, Strategy & Innovation: Dale Travis

Senior Finance Director: Jenna Colgrove

Group Director, Strategic Planning: Linda Shapiro

Director, Operations & Analytics: Jason Normoyle

Director, Head of Search: Cory Morrison

Director, Marketing: Gretchen Sword

Associate Director, Planning & Activation: Danielle Wharton

Associate Director, Marketing Sciences: Emily Altabef

Associate Director, Head of Social: Kyle Moore

Associate Director, Strategy: Sara Winkelman

Analyst, Programmatic: Jalen Fair

Analyst, Integrated Planning: Caroline O’Neil

Production Partners

ThinkingBox: (website & digital)

Managing Partner: Christine Clark

Executive Producer: Satoru Inoue

Senior Producer: Shelby Shelman

Associate Creative Director: Andy Garcia

Director, Creative Technology: Justin Desjardins

Director, Creative Technology: Cody Hart

Director, Content: Prajay Mehta

Senior WebGL Developer: Marco Del Valle

Front End Developer: Ken Taylor

Junior Front End Developer: Christian Boswell

Junior Motion Designer: Kyle Castro

Designer: Sara Salehi

Friendshop (Film)

Editor: Michael Distelkamp & Steve Nelson

Managing Director: Melissa Mapes

Producer: Laura Shackleford

Assistant Editor: Molly Dolinger

Motion Graphics: Michael Marciano

Colorist: Alex Jimenez // Color Collective

Mix: Michelle Kerzner // Sonic Union

Flame Artist: Ben Vaccaro

Halo Music & Sound (Music Editing and Additional Music)

Owner/CD: Peter Gannon

STALKR (Archival Research)

Executive Producer: Colleen Cavanaugh Anthony

Producer: Brandon Hardin

Researcher: Jeffrey Harland

Project Manager: Chelsea Van Arsdol

Genre: Dialogue