Campaigns / Jerome Robbins

the australian ballet

Jerome Robbins

The brief

Jerome Robbins’ career began on the stages of Broadway as a chorus dancer, before he joined the American Ballet Theatre and later, the New York City Ballet. He would go on to jointly helm the company with George Balanchine and create more than fifty ballets, as well as picking up two Academy Awards for his co-direction and choreography of the massively influential film, West Side Story.

Robbins was an enormously successful choreographer for theatre and ballet during his lifetime, and his works continue to be performed around the world ten years after his death. This programme saluted Robbins and presented very different sides to his imagination, ranging from the intriguingly dark to the laugh out-loud funny. The season presented four of his most celebrated works, The Cage, A Suite of Dances, Afternoon of a Faun and The Concert, which were set to extraordinary scores by musical greats Stravinsky, Bach, Debussy and Chopin. 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 audiences.

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