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Reinventing the original immersive attraction for unshockable teens

Client: Merlin Entertainments Group
Brand: The Dungeons

The Dungeons are immersive theatre attractions which unearth the murky histories of cities across Europe, the US and China. They challenged us to update the iconic brand, creating cut-through by capturing The Dungeons’ experience for core audiences of teenagers and families.

We brought the brand’s dark sense of humour to life, taking a comic book approach to both copy and visuals. The creative puts the customer at the heart of the action, amplifying the emotions you’ll feel and dramatising each scene.

The resulting toolkit is flexible enough to dial the drama up and down for different experiences and locations, while always retaining a clear sense of the brand.

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