Founded in 1979, Buddies in Bad Times Theatre is the largest and longest-running queer theatre company in the world. Awake worked with Buddies to create their visual campaign for the 2022/23 season.

This season the theatre was “exploring how moments of connection blend together” and what is Buddies’ role “in both local and international performance ecologies.” History also became a central theme and conversations centred around how the past is honoured while concurrently creating new paths forward. A collage approach was established as a way to create a dynamic and visually impactful campaign which allowed for rich storytelling within each image. Pink, the theatre’s primary palette colour, was woven through the campaign imagery to create a sense of connection between collages and to the established Buddies brand.