The Props of Life

Creative idea

The campaign was born from a powerful insight: props that symbolize hunger, poverty, or housing instability on stage also mirror the struggles faced by thousands of Hungarians in real life. Radnóti Theatre’s big idea was to transform these symbolic objects into real instruments of change. Through “The Props of Life,” iconic items were auctioned online, each connected to a specific cause – an empty plate for hunger, a textbook for education, a key for housing. Actors shared the stories behind each prop, and audiences bid not only for memorabilia but also for the chance to create tangible social impact.

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