Secret Cinema, a well-respected brand in immersive experiences, aimed to expand into Birmingham with Grease: The Live Experience. Given that many potential customers in Birmingham were unfamiliar with Secret Cinema, it was crucial to communicate clearly what to expect from the event through the show's key art. Leveraging recognizable iconography from the film was essential in capturing the interest of our target audience.

The customer journey to conversion consisted of three key steps: first, teasing the upcoming event with a content-driven “guess the film” digital activation; second, making a formal announcement followed by an outdoor and digital marketing campaign; and third, launching a special sales promotion to celebrate the 45th anniversary of the film.

The logo lockup was designed using the iconic Grease logo, accompanied by a series of key art variants that posed the question, “Who will you be when you return to Rydell High?” Featuring characters such as a greaser, a Pink Lady, and a Rydell High School Varsity athlete, the visuals depicted their backs facing a representation of the graduation fair scene. This approach not only provided a creative context for the logo lockup but also encouraged potential attendees to envision their own experience at the event. These three characters further inspired collateral, including a 45th Anniversary campaign and an influencer initiative, all aimed at motivating customers to “Party like it’s 1959!”