Young audiences often see ballet as slow, old-fashioned or irrelevant to them. In reality, ballet is physically demanding & dynamic.
This campaign was designed to change perceptions.
Across OOH and social placements, each execution uses a single bold headline paired with supporting messages containing a impressive fact about the physical demands of ballet.
The black and white visual treatment holds the perception of the young audience, with the dancers in impressive & dynamic poses, as if frozen in time. Bright, headline colours cut through the image, creating immediate impact and juxtaposition to the perceptions in busy environments like Tube stations.
The dancers interact with the typography, moving in front of and behind the letters so the type feels choreographed rather than layered. This immerses the audience in the juxtaposition of the campaign.
The result is a campaign that feels modern, respectful and surprising, repositioning ballet as something intense, athletic and worth experiencing live.
