Campaigns / Mr B

the australian ballet

Mr B

The brief

As prolific as he was influential, Balanchine created over 400 known works, founded the New York City Ballet and choreographed for Hollywood productions and Broadway musicals. In 2004, The Australian Ballet celebrated the centenary of his birth with this spectacular triple bill of some of his best loved masterpieces, each showcasing a different facet of his genius. As one of our first briefs for The Australian Ballet, the task 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. For more information www.australianballet.com.au

Departments activated

Planning, Creative, Image making, Communication