When the mega-hit MAMMA MIA! opened on Broadway, it came with the London art and branding (seen here). As the years passed, the advertising evolved to meet the challenges of a long-running hit.
For MAMMA MIA!’s 10th Anniversary, the bride and logo were refreshed and a new headline was added.
When the movie version was released, ads focused on the excitement of experiencing the show live.
After the success of the film, we switched to a photo campaign. Vibrant images of the cast promised an ABBA-solutely fabulous fun time.
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