Campaigns / New Romantics

the australian ballet

New Romantics

The brief

In 1928, George Balanchine invented modern ballet with his first work in the neoclassical style. In the 21st century, Christopher Wheeldon and Stephen Baynes continued to refine this tradition, creating simple works of incredible power and beauty. The New Romantics programme was elegant and simple, sensuous and deeply romantic. It pushed to the fore the passionate commitment and extraordinary physicality of the dancers. 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 & 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