标题 | Breaking ballet |
广告公司 | TBWA\Hunt\Lascaris Johannesburg |
广告战役 | Breaking ballet |
广告主 | Johannesburg Ballet Company |
品牌 | Johannesburg Ballet Company |
Posted | 6月 2018 |
行业领域 | 文化、休闲及体育 |
剧情简介 | Joburg Ballet needed to appeal to a younger, more diverse audience. But most South African millennials see ballet as stale and old-fashioned. Enter Breaking Ballet, bite-size ballets inspired by the biggest stories on social media. These short films were seeded straight back into the trending conversations that inspired them. The process took from four to seven days, ensuring that the stories were still highly relevant when the films launched. Young people tend to think ballet is boring and out of date. To show that it could be fresh and relevant, short ballets were created based on social media trending topics and posted as online films. Ballet had been reconfigured for the digital age. These amazing short ballet films for the Johannesburg Ballet Company were inspired by and diffused through social media. The goal was to make ballet more relevant to a younger audience. Each ballet was inspired by a trending subject and created within a week. |
剧情简介 (原始语言) | In order to sell more tickets, Joburg Ballet needs to appeal to a younger, more diverse audience. Despite the company incorporating more contemporary, African-inspired works into their repertoire, most South African millennials still perceive ballet to be a stale, old-fashioned dance form.Enter BREAKING BALLET, an ongoing series of bite-size ballets inspired by the biggest stories on social media. These take the form of short films, which are seeded straight back into the trending conversations that inspired them.By tracking trends across Facebook, Twitter and Instagram in real time, we’re able to identify the stories that South African millennials are engaging with the most. The process takes between 4 - 7 days, from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation. This ensures that the stories are still highly relevant when the films are launched.When it comes to seeding the films, new data shows how the stories have evolved on social media, which informs the seeding strategy and the micro-influencers that we use.Joburg Ballet is now being spoken about in places that it never dreamed of. Ticket sales are at an all-time high, and the average audience age is at an all-time low.Notable stats include:* 24 million media impressions* 91% engagement rate* 39% increase in social media followers* 560% ROI in free publicity |
媒体类别 | 互动 |
长度 | |
创意总监 | Jef Tyser |
创意总监 | Nikki Taylor-Garrett |
文案 | Jeff Tyser |
美术指导 | Nikki Taylor-Garrett |
摄影师 | Paul Samuels |
导演 | Jeana Theron |
导演 | Ross Garrett |
导演 | Chloe Coetsee |
导演 | Zee Ntuli |
制作公司制片 | Saskia Finlayson |
制作公司制片 | Lindsay-Jane Barnard |
制作公司制片 | Liz Dahl |
制作公司制片 | Mmameyi Mphahlele |
制作公司制片 | Allan Glogauer |
广告公司制片 | Boitumelo Rabosiwana |
广告公司制片 | Sandra Gomes |
Graphic Designer | Khethiwe Makhuba |
动画 | Sibusiso Mkhwanazi |
摄影指导 | Devin Toselli |
摄影指导 | Adam J Bentel |
摄影指导 | Willie Nel |
摄影指导 | Michael Cleary |
剪辑师 | Mark Ash |
剪辑师 | Evy Katz |
剪辑师 | James O'Sullivan |
Sound Engineer | David Law |
Wardrobe / Stylist | Melissa Maxted Henderson |
Data | TBWA\Hunt\Lascaris Durban |
PR | Susha Kupritz |
剪辑公司 | The Upstairs Ludus |
后期制作 | Left Post Production |