The Imaginary Detector – Ideo Ideis Partnership

Silver Award for Excellence 2017

Culture & Art

BRD – Groupe Société Générale & GOLIN


By leveraging the partnership between BRD – Groupe Société Générale and the National Young Theatre Festival, IDEO IDEIS, we’ve identified the opportunity to challenge the way people see the world around them through theatre’s filter.

By creating a game of perspectives with “The Imaginary Detector” we showed how theatre can be a training tool for people who want to perceive the world with all its nuances and subtleties, people who want to understand life with all its intricacies.

By explicitly showing how the knowledge theatre offers us shapes the way we perceive reality, we’ve also positioned BRD as a promoter of an open mind as well as the bank’s mission to support culture and young artists.

To do this we’ve focused on two key approaches: gamification and influencers’ endorsement.

The campaign not only showcased the support that BRD offers to young generations of cultural content creators, but also managed to transform theatre into a window to another world, otherwise inaccessible.

The campaign generated:

  • 25 articles in national publications;
  • 4 articles on blogs;
  • 15 branded social media posts on Facebook and Twitter;
  • over 600 people that entered the application in only one week;
  • 380 people that correctly identified the three correct affirmations in “The Imaginary Detector”.


Leave a Comment