Samsung is hoping to bring Shakespeare to life for teens on their smartphones, with an app launched in partnership with the U.K.'s Royal Shakespeare Company.
RE:Shakespeare is a free Android app aimed at 11-to-18-year-olds that features interactive games and videos. Hosted by RSC ambassador and "Doctor Who" actor David Tennant, it also features actress Tamsin Greig, beatboxing artist Shlomo, rapper and poet Akala, and director Iqbal Khan, all of whom try to break up long scenes from Shakespeare plays into bite-size chunks and transform difficult lines into fun lyrical challenges, helping students to re-interpret, re-mix and perform Shakespeare.
Users can star in their own Dubsmash-style music video and mix Shlomo with Shakespeare to create their own track, or perform on a virtual stage with a 360-degree immersive video, shot on the Royal Shakespeare Theatre stage in Stratford-upon-Avon.
Creative agency Cheil U.K. worked on the project along with production company Unit9, who built the app.