Known as a vigilante improvisational theater group that uses an unconventional but disciplined approach to theater, Washington Improv Theater is a true alternative to traditional entertainment – not at all like scripted stand-up comedy as some believe. The challenge, on a shoestring budget, was to elevate WIT's profile in the area and attract more people to see a show or take a class. In sync with WIT's unconventional approach and unique performances (something that's never happened before and may never happen again), we created truly unconventional advertising. Cheeky ads educated people about true improv, while hand-illustration suggested an authentic commitment to the craft, not flashy production values.

• Ticket revenues increased 11.1%
• Total revenue increased 47.4%
• Audience traffic increased 23%