Campaigns / The Australian Ballet 2010

the australian ballet

2010 Subscription Season Campaign

The brief

The Australian Ballet's 2010 Season focussed on founding artistic director Dame Peggy van Praagh and her influence on the early years of the company, it also signalled the start of a three year celebration as the company moved toward its 50th Anniversary. Following a hugely successful 2009 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

Looking forward. An integrated campaign of outdoor, print, 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