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2019 One Show - Creative Use of Data

Breaking Ballet

Agency TBWA Hunt Lascaris / Johannesburg + Joburg Ballet / Johannesburg

Client Joburg Ballet
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Annual ID

OS_CU19029M

About the Work

In order to sell more tickets, Joburg Ballet needs to appeal to a younger, more diverse audience. The problem is, most South African millennials see ballet as an irrelevant, old-fashioned art form. Enter Breaking Ballet, a series of bite-size ballets inspired by the biggest stories online. These little ballets take the form of short films, which are seeded straight back into the trending conversations that inspired them. The entire process takes just 3-5 days, from identifying the trigger, to briefing the dancers, to producing and seeding the film. This ensures that the stories are still highly relevant when the films are launched. Joburg Ballet is now being talked about in places it never dreamed of. Ticket sales are at an all-time high, and audience age is at an all-time low.