Campaigns / Axeman Lullaby


Axeman Lullaby

The brief

Axeman Lullaby is a collaborative exploration and reflection on the physical and climatic characteristics of Australian wood chopping and early Victorian bush settlements. In the 70's Australian cinema produced a flood of films that captured a raw and experimental identity about suburban and indigenous myths; and the performance re-created a sense of these Australian cinematic landscapes. Our brief was to capture the essence of the performance and establish a compelling, image driven campaign that stimulated existing and new audiences.

The solution

An integrated campaign of outdoor, print, advertising and public relations that delivered a sold out season.

The results

– Sold out season.

About our client

Strikingly contemporary in nature and physically idiosyncratic, BalletLab's works contain a complexity that can be intense - providing a transforming, often provocative and polarising experience for the audience and the performer. Artistic Director Phillip Adams' work defies simple categorisation because of his unique assembly of people and objects, across time and context to explore set narratives.

Departments activated

Planning, Creative, Image making, Communication