Campaigns / Giselle

the australian ballet


The brief

Giselle is one of the real showpieces of classical ballet: steeped in history; extravagantly staged; and full of demanding, traditional ballet dancing. 2006 marked the 20th anniversary of Maina Gielgud’s much-loved and extraordinarily beautiful production of Giselle. Our brief was to capture the essence of the season and establish a compelling, image-driven campaign to excite existing and discerning markets, while captivating new consumers.

The solution

An integrated campaign of outdoor and print that captured the emotion and narrative of the season.

About our client

Founded in 1962, The Australian Ballet is one of Australia’s flagship arts companies, and one of the busiest ballet companies in the world. Each year, the company presents approximately 200 performances in cities and regional areas around Australia, in addition to regular international touring. The Australian Ballet’s diverse repertoire reflects the company's vision: caring for tradition, daring to be different. The Australian Ballet perform works from the classical repertoire as well as contemporary works and commissions.

Departments activated

Planning, Creative, Image making, Communication