This campaign set out to reel in a whole new crowd to the world of musicals—because why should seasoned theatre buffs have all the fun? By mixing cutting-edge tech and AI with old-school rotary phones and timeless tales, we created an experience as fresh as it was delightfully nostalgic. The pièce de résistance? Karen Blixen herself, the musical’s protagonist, is picking up the phone to personally invite you, reaching out to them first and extending a hand to pull them into the enchanting world of musicals.