ICE Shakespeare

On the 400th anniversary of William Shakespeare’s death, the 2017 ICE Show campaign will be based on the concept of ‘The Theatre of Gaming’. With the Globe Theatre being just a few miles from the site of ExCeL and Shakespeare having worked in a nearby area, there arose a great opportunity to present the ICE event in a UK/London based and historical context that other global gaming shows would be unable to do. Using a modern, graffiti based rendition of Shakespeare in an urban setting, the visual collateral will be placed in multiple media environments including trade press, a liveried London taxi and the use of actors portraying Shakespearean characters at the show.