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The Australian Ballet was founded in 1962 and in 2012 celebrated 50 years as Australia’s best known and most successful arts organisation. In 2013 The Australian Ballet presented Masterpieces, a year celebrating the very best in Ballet. 3 Deep were commissioned to establish a highly identifiable campaign in order to attract new audiences while captivating and stimulating emerging patrons, partners and media.

At every level of the organisation, tradition and innovation go hand in hand.

Underpinning the need to attract new audiences in a highly competitive entertainment market, the graphic and highly considered campaign helped position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.

An integrated ATL and TTL campaign of outdoor, print, digital and publishing captured the energy, excitement and diversity of the company.

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    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.

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