In 2011, The Australian Ballet commenced celebrations for its approaching 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 would celebrate The Australian Ballet’s coming of age. As always, 3 Deep's challenge was to position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.
Underpinning the need to attract new audiences in a highly competitive entertainment market, the highly visceral campaign helped position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.
An integrated campaign of ATL and TTL outdoor, print, digital and publishing captured the energy, excitement and diversity of the company while announcing the launch of the season.
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