ADC Awards
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Category
Art Direction - Press / Poster / Poster Advertising - Campaign
Annual ID
ADC_ADV20_070M
About the Work
In 2018 new artistic director Septime Webre took the helm of Hong Kong Ballet, facing dwindling membership, a lack of brand clarity, a city in turmoil, and perceptions that ballet was only for the elite. After successfully redefining Hong Kong Ballet’s brand last year, our goal this year — their 40th anniversary — was to establish Hong Kong Ballet as an institution of national prestige and reach new audiences with The Ballet’s vision. The people of Hong Kong needed to see themselves reflected in The Ballet. Our strategy led us to blend dynamic and evocative compositions, traditional and pop-culture colors, tutus and street clothes, Chinese opera-inspired and contemporary makeup, and a backdrop of iconic Hong Kong landmarks full of history, color, and rhythm all simultaneously celebrate The Ballet’s heritage and its spirit of innovation. Hong Kong Ballet, like the city itself, is “Never Standing Still.” Earned media exploded, with coverage from local, national, and international publications. The Hong Kong Tourism Board spotlighted the ballet as an international destination. Our work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a premiere cultural institution in Hong Kong and one of the most vital ballets in the world.
2020 Awards
Total Points: 2
Merit Honor
Credits
Design Firm
Design Army / Washington DC
Art Director
Gaby Hernandez
Chief Creative Officer
Pum Lefebure
Creative Director
Heloise Condroyer
Executive Producer
Jake Lefebure
Photographer
Dean Alexander
Producer
Mikyung Kim
Creative Team
Septime Webre
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