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In 2014, The Australian Ballet presented the last in the company's Masterpiece series, a year celebrating the very best in Ballet. 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.

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

 
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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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  • THE AUSTRALIAN BALLET

    Branding a cultural icon

    The Australian Ballet is one of the world’s premier ballet companies delivering extraordinary performances for over 50 years. 3 Deep were commissioned to recalibrate the company's brand identity platform including the reinvention of all marketing and communication outcomes – a strategic partnership that spanned 13 years.

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  • THE AUSTRALIAN BALLET

    50th Anniversary Season

     

    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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  • THE AUSTRALIAN BALLET

    British Liaisons

    In 2011 and 70 years after its premiere, The Australian Ballet presented British Liaisons, a cut-throat spectacle of sharp choreography set to a thrilling score. Presenting the work of three generations of acclaimed choreographers, our challenge was to create a campaign that payed homage to the diversity and spectacle of the programme.

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