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  • LUXURY BRANDING, MEDIA & COMMUNICATIONS

THE AUSTRALIAN BALLET
50TH ANNIVERSARY SEASON

The Australian Ballet was founded in 1962 and in 2012 celebrated 50 years as Australia’s best known and most successful arts organisation. At every level of the organisation, tradition and innovation go hand in hand. The company presents a broad range of repertoire, honouring the traditions of ballet as well as exploring its future.

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. The 50th celebrations took place in Melbourne, Brisbane, Adelaide and Perth, with each city receiving its premiere of Graham Murphy's Romeo & Juliet.

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COMMUNICATIONS

CAMPAIGN DIRECTION

OUTDOOR ADVERTISING

TRADITION AND INNOVATION

Underpinning the need to attract new audiences in a highly competitive entertainment market, the strategic and creative programs helped solidify the purpose, vision and values of the organisation. The revitalised brand identity captured a confident company significantly taller and more culturally diverse than ever before.

Film Direction

PRINT ADVERTISING

INTEGRATED COMMUNICATIONS

An integrated ATL and TTL campaign of outdoor, print, digital and publishing captured the energy, excitement and diversity of the company while targeted communications sought to excite existing and discerning consumers while captivating and stimulating emerging patrons, partners and media.

Outdoor Advertising

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