Sydney Theatre Company: Tot Mom

In Tot Mom, Sydney Theatre Company's latest production, Steven Soderbergh has created a compelling look into how a crime can come to grip an entire nation through intense media and public attention. We worked with Sydney Theatre Company to create an outdoor, press and online campaign for the production that turns the media and public attention of the case into the advertising itself. The website acts as a platform through which users can discover and investigate the Caylee Anthony case through the mass of media it has generated. The site also offers the public the opportunity to leave their own comments. The comments left on the site are then used in the posters and press advertising, creating a recurring cycle of opinion, interpretation, and discovery. http://www.sydneytheatre.com.au/2009/tot-mom/talkback/

Advertising Agency: Clemenger BBDO, Sydney, Australia
Executive Creative Director: Richard Maddocks
Creative Director: Nic Hodges
Art Director: Chris Badger
Copywriter: Nic Hodges
Web development: Brent Della Valle, John Knuttson
Published: December 2009