Campaigns / The Australian Ballet 2011

The australian ballet

2011 Subscription Season Campaign

The brief

In 2011, The Australian Ballet continued to celebrate the approach of its 50th anniversary. While the 2010 season focussed on founding artistic director Dame Peggy van Praagh and her influence on the early years of the company, 2011 celebrated The Australian Ballet’s coming of age. Our brief was to capture the diversity and depth of the 2011 season and establish a compelling, image driven campaign to excite existing and discerning markets, while captivating new audiences.

The solution

Stepping out. 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