The Props of Life

Creative idea

Radnóti Theatre, facing financial constraints yet committed to social engagement, identified a unique business challenge: how to support critical causes without direct monetary resources. The insight was that props, though worthless in resale terms, hold deep emotional and symbolic value for theatre audiences. The big idea was to transform these stage objects into fundraising tools. Radnóti launched a digital auction platform where iconic items, linked to social issues they symbolized, were sold to fans – with 100% of the price going to relevant NGOs. Actors shared the backstories, making the campaign a seamless blend of theatre, storytelling, and sustainable business innovation.

Brand name: Radnóti Miklós Theatre
Advertiser / client: Miklós Radnóti Theatre
Product / service: theatre performance
Campaign name: The Props of Life
Agency network: Leo
Agency: Publicis Groupe Hungary
Media agency: Publicis Groupe Hungary
Additional company: Radnóti Miklós Színház Nonprofit Kft.
Production company: 235 Productions
Agency chief executive officer: Vladimir Tkachev
Executive creative director: Márton Jedlicska
Creative director: Ádám Nagy
Art director: Ferenc Hetsch
Copywriter: Ádám Fürst
Account director (agency): Tímea Herczeg
Strategic planner / strategist: Orsolya Eidenpenz
Agency producer: Dóra Rideg
Additional company: Richárd Rideg - freelancer director Dávid Knapp - Video Concept Creative Lead Dávid Hüse - HTML Developer Eszter Kálmán - Account Manager