Each month, TBWA Hunt Lascaris' creative team scans social media for stories that have the potential to become big stories. The agency picks a direction and sends a thought-starter storyline and a few music options to Joburg Ballet.
The choreographers take the concept and develop it further, finally creating a ballet concept that tells the story with movement.
These ballets are performed and shot in locations which capture the essence of each dance. Once the theme has been chosen, it only takes a few days to brief the dancers, shoot the ballet and then seed it online.
The real-time nature of the themes means that these bite-size ballets need to be energised and fresh – a lot like the youthful audience the campaign is aimed at.
Connecting real-life events with ballet, while being in the moment and delivering targeted messages, gives the Joburg Ballet access to a new generation of culture vultures, who, without digital intervention, might miss out on the incredible experience of watching a live performance.
The different editions of
Breaking Ballet can be seen
here.
For more information, visit
www.joburgballet.com. You can also follow Joburg Ballet on
Facebook,
Twitter or on
Instagram.