The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Moving Image / Single
Annual ID
OS25_DE114M
Background
Honoring their roots while boldly looking to the future, Hong Kong Ballet marked its 45th anniversary by expanding its educational program and renaming it the Hong Kong Academy of Ballet. This wasn’t just a celebration—it was a reinvention, a mission to make ballet accessible to everyone, across generations and communities. Challenged by the need to raise awareness and funds to continue programs, the campaign reimagines the beauty of ballet to inspire, motivate, and connect with modern audiences.
Creative Idea
At the heart of this transformation is Tutu Academy, a campaign designed to break free from ballet’s traditional mold. Drawing from the elegance of Degas’ ballerinas, the richness of Renaissance art, and the energy of hip hop, the film tells the story of an alien discovering his place through dance. Set against the vibrant backdrop of Hong Kong, the campaign reframes ballet as a universal language, celebrating self-expression and inclusion. Ballet isn’t just for the stage anymore—it is for the streets, the people, and the world.
Insights & Strategy
Ballet is one of the most powerful art forms—but it’s trapped in a perception problem. It’s seen as rigid, exclusive, and reserved for the elite. Yet, at its core, ballet is pure movement—a universal language that transcends culture, age, and background. Our long-standing partnership with Hong Kong Ballet led us to a breakthrough insight: Ballet has the power to unite communities and transform culture—but only if we break the stereotypes. The strategy was simple yet bold: Redefine ballet. Make it feel fresh, thrilling, and radically inclusive. Show the world that ballet isn’t just an art form—it’s an open invitation.
Enter “TuTu Academy”—a cinematic explosion of movement, attitude, and energy. This isn’t ballet as you know it. It’s vibrant, rebellious, and alive. Through immersive storytelling and electrifying visuals, we showcase an unexpected, diverse cast—from ballet pros to punks, geeks to goths, even an alien in a tutu—all proving one thing: Ballet belongs to everyone.
This film isn’t just a campaign—it’s a movement. It drives engagement, enrollments, and repositions Hong Kong Ballet as both a protector of tradition and a force of innovation. Most importantly, it shatters the barriers of who ballet is “for.” No matter your background, style, or even planet—you belong on this stage. Because ballet isn’t about rules. It’s about movement. It’s about self-expression. It’s about you.
Enter “TuTu Academy”—a cinematic explosion of movement, attitude, and energy. This isn’t ballet as you know it. It’s vibrant, rebellious, and alive. Through immersive storytelling and electrifying visuals, we showcase an unexpected, diverse cast—from ballet pros to punks, geeks to goths, even an alien in a tutu—all proving one thing: Ballet belongs to everyone.
This film isn’t just a campaign—it’s a movement. It drives engagement, enrollments, and repositions Hong Kong Ballet as both a protector of tradition and a force of innovation. Most importantly, it shatters the barriers of who ballet is “for.” No matter your background, style, or even planet—you belong on this stage. Because ballet isn’t about rules. It’s about movement. It’s about self-expression. It’s about you.
Execution
Every element of the brand film is meticulously crafted to redefine ballet through a bold, contemporary lens. Inspired by Degas’ ballerina portraits, it reimagines his signature coral hues with Hong Kong’s heritage red and electrifying bursts of jade, creating a palette that fuses classical beauty with a surreal, avant-garde energy. Every wardrobe and styling detail—from koi fish-inspired hairdos and punk rockers en pointe to a jelly-like, gold-toothed alien—pushes the boundaries of Hong Kong Ballet’s visual identity.
Choreographed to an original score that seamlessly weaves together Johann Strauss’ The Blue Danube Waltz with hip-hop, the 50+ strong ballet troupe takes over Hong Kong, dancing through historic university halls, Tai Kwun’s grand plaza, and the cinematic expanse of High Island Reservoir. Through precise design, dynamic movement, and fearless artistry, this brand film transforms Hong Kong Ballet into an ever-evolving spectacle—one that is as unexpected as it is unforgettable.
Choreographed to an original score that seamlessly weaves together Johann Strauss’ The Blue Danube Waltz with hip-hop, the 50+ strong ballet troupe takes over Hong Kong, dancing through historic university halls, Tai Kwun’s grand plaza, and the cinematic expanse of High Island Reservoir. Through precise design, dynamic movement, and fearless artistry, this brand film transforms Hong Kong Ballet into an ever-evolving spectacle—one that is as unexpected as it is unforgettable.
Results
The TuTu Academy campaign was launched across digital and traditional media - including in-person events - the impact was extraordinary. The campaign garnered over 3.4 million views, 660k shares and press mentions, and reached more than half a million people during an outdoor broadcast. More importantly, the school saw new student enrollment surge by 34%, and a 79% increase in ticket sales immediately following the launch of the campaign.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Design Army / Washington DC
Chief Creative Officer
Pum Lefebure
Creative Director
Heloise Condroyer
Mariela Hsu
Designer
Chloe Jung
Richard Liu
Director
Dean Alexander
Director of Photography
Andrew Strobridge
Editor
David Grossbach
Executive Creative Director
Sucha Becky
Sound Designer
Simon Lister
Executive Producer
Karen Lam
Senior Designer
Momo Jiang
1st AD/Producer
Erin Winebrenner
Artistic Director/Choreographer
Septime Webre
Chief Executive Officer
Jake Lefebure
Colorist
Parker Jarvie
Lead Wardrobe Stylist
Christine DeLassus
Senior Designer/Animator
Jason Chae
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