Campaigns / The Australian Ballet 50th Anniversary

The Australian Ballet

50th Anniversary Season

The brief

In 2012, The Australian Ballet celebrated its 50th Anniversary. The season, a culmination of a three-year programming arc, featured several new commissions, the return of four iconic ballets, collaborations with large and small Australian dance companies, and a major international gala. The 50th celebrations took place in Melbourne, Brisbane, Adelaide and Perth, with each city receiving its premiere of Graham Murphy's Romeo & Juliet. 3 Deep's challenge was to position the 50th Anniversary Season and present Australia's premiere Ballet company at the top of its game. It was our responsibility to excite existing and discerning markets, while captivating and stimulating emerging ones.

The solution

An integrated campaign of outdoor, print and publishing that captured the energy, excitement and diversity
of the company's 50th Anniversary season.

About our client

The Australian Ballet came into being in 1962 when Dame Peggy van Praagh brought together some of the world’s greatest stars to lead Australia’s finest dancers, and created the country’s first national ballet company. From the beginning, new Australian works were presented alongside the best ballets from around the world and in just three years, the company was performing to great acclaim on the international stage. For more information:

Departments activated

Planning, Creative, Image making, Communication, Publishing