Campaigns / The Australian Ballet 2005

The australian Ballet

2005 Subscription Season Campaign

The brief

The Australian Ballet's 2005 Season marked the bicentennial anniversary of the birth of the great Danish choreographer, August Bournonville, who created a wealth of works that put The Royal Danish Ballet on the world ballet map. The season was a chance to look back at the ballets that helped shape The Australian Ballet into the innovative world class company that it is today. Following a successful 2004 subscription campaign, our brief was to capture the diversity and depth 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, print and advertising that captured the depth, emotion and narrative of the season while nurturing the company's commitment to 'caring for tradition, daring to be different'.

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