The Ivey Awards Show honors the rich diversity and talent of the renowned Minneapolis theater community and serves to recognize outstanding achievements in various disciplines such as direction, performance, and design. “A play on words. Theater at play.” brought the spirit of theater to life by playing with words in a literal sense, and then reinventing them to create character titles with double meanings. The character development turned “mischief” into “Miss Chief,” “hair-raising” into “Herr Raising,” “madam” into “Mad Dame,” “masterpiece” into “Master Peace” and “surreal” into “Sir Real.” The characters embodied the spirit of these words in their own theatrical moments which in turn set the stage for this mulit-channel campaign. Agency: Knock Inc.