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The Australian Ballet's 2010 Season focussed on founding artistic director Dame Peggy van Praagh and her influence on the early years of the company, it also signalled the start of a three year celebration arc that honoured historic milestones while continuing to explore future possibilities for the art form. Edge of Night presented two works by Stephen Baynes (At the Edge of Night, Molto Vivace) with a single work by Tim Harbour (Halcyon). Our challenge was to create a campaign that payed homage to the diversity and spectacle of the programme.

Moving effortlessly between the great classical ballets and new contemporary commissions, the company has a uniquely Australian style, powered by artistry and athleticism. Playing a distinctive role within the cultural, social and economic landscape, it was vital that the campaign reflect the vitality of the organisation.

Underpinning the need to attract new audiences in a highly competitive entertainment market, the campaign helped position the programme, excite discerning patrons while stimulating partners and media.

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