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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 2007 the company presented Paquita as part of their 46th season. Having premiered as a Romantic ballet in Paris in 1846, the work represents a diverse range of exhilarating and technically demanding pas de deux, all taken from, or inspired by the Russian greats. 3 Deep were commissioned to establish a campaign to help position the work and capture the imagination of existing and emerging patrons, partners and media.

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

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.

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