Our exuberant television campaign for MATILDA THE MUSICAL translated into a big night at the 2015 International Davey Awards. The “When I Grow Up” spot, directed by AKA NYC’s in-house team Jamaal+Bashan, won Silver Daveys for Art Direction, Editing and Music.


The TV commercial’s unique concept was part of an effort to broaden the audience for one of Broadway’s most critically acclaimed musicals. Although the spot exudes a spontaneous energy, its presentation was actually the result of a finely honed strategy; data gleaned by our Insights department influenced every detail, from casting the actors who appeared in the spot, to their background environments and more. We also partnered with New York Magazine’s Vulture to push it out through social media channels, triggering enthusiastic engagement. 

These honors underscore AKA’s continuing effort to elevate Broadway advertising and reach a broader spectrum of consumers; we want to make audiences feel the emotion that the show delivers.


See the award-winning spot here.