The background

This year the Royal Albert Hall celebrates its landmark 150th anniversary. The world’s most famous stage has played host to Winston Churchill, Albert Einstein and Muhammad Ali; Ella Fitzgerald, The Beatles and Adele. It was the Suffragettes’ “temple of liberty” and has been used for a séance, an indoor marathon and the world’s first bodybuilding contest. Every year over 1.8 million people enjoy live experiences - reaching millions more through broadcasting.

Mr. President began working on a celebratory campaign in 2019. Then 2020 came around, and the Hall shut its doors for the first time since the Blitz. As well as celebrating the anniversary we now needed to encourage people back to the Hall - to enjoy the next generation of defining moments and once-in-a-lifetime live experiences. So we took the opportunity to remind the nation that they needed the Hall as much as the Hall needed them. For all the history that the Royal Albert Hall has created over 150 years, there is more history to make.

The work

Mr. President created the “More history to make” brand defining idea - including messaging and design aesthetic. More History to make is on every email, every tweet and every ticket - all with a direct call to action to donate.

In advance of reopening, a 90 second film (created by Tomboy Films and narrated by none other than Sir Mick Jagger) invited the public back to the Hall. 

Now that the Hall is open again a light show greets everyone within sight of the Hall with the 150 year message being projected onto the building every night to remind people just how important this historical-cultural treasure is.

On screens all around the Hall our “on this day” campaign shows the moments in history that happened today - as well as highlighting performers playing in the future.

By sharing the Hall’s incredible journey so far, we encourage people to look ahead to the next 150 years of creativity and history.