The Bruntwood Prize for Playwriting is the UK’s biggest national competition for playwriting, unearthing great new plays and writers with prize money totalling £40,000.
First launched in 2006 , the Prize is a joint venture between property company Bruntwood and the Royal Exchange Theatre.
Sundae’s brief was to extend the outreach of the Prize, targeting new writers, and further engaging with and guiding playwrights to enter.
After assessing the outreach for previous Prize cycles, Sundae put its major focus on digital, considering the importance of writers who might not easily be able to attend a regional theatre workshop via locality or personal circumstance.
The Bruntwood Prize worked with Sundae’s partner agency Instruct, to create a new brand and digital platform, which opened up a wealth of new possibilities.
The theatre roadshow, became an online live streamed workshop, with inspirational writers including Simon Stephens, Bryony Lavery, Phil Porter and Dawn Walton, for writers all over the country to tune into, and interact with live.
Each live stream was supported by a strong social media strategy, and legacy videos were created from each which are still hosted online for future writers to take advantage of.
A creative project with photographer Simon Annand saw famous writers and playwrights photographed in the place they’re best inspired to write, and Sundae also built a social campaign for the Prize around this, engaging with new writers encouraging them to share their own photographs of their writing space, along with social influencers including Zawe Ashton, Joanne Harris, Lyn Gardner, Stella Duffy, Paul Mason and the celebrities from the campaign including Johnny Vegas, Meera Syal and Duncan Macmillan.
Further digital content supported key moments of the submission process, and six promotional videos were produced to tell the story for the Prize.
(Images: Bruntwood Prize / Simon Annand)