| Titolo | Breaking ballet |
| Agenzia | TBWA\Hunt\Lascaris Johannesburg |
| Campagna | Breaking ballet |
| Cliente | Johannesburg Ballet Company |
| Marca | Johannesburg Ballet Company |
| Posted | Giugno 2018 |
| Settore | Cultura, Tempo libero e Sport |
| Trama | Joburg Ballet needed to appeal to a younger, more diverse audience. But most South African millennials see ballet as stale and old-fashioned. Enter Breaking Ballet, bite-size ballets inspired by the biggest stories on social media. These short films were seeded straight back into the trending conversations that inspired them. The process took from four to seven days, ensuring that the stories were still highly relevant when the films launched. Young people tend to think ballet is boring and out of date. To show that it could be fresh and relevant, short ballets were created based on social media trending topics and posted as online films. Ballet had been reconfigured for the digital age. These amazing short ballet films for the Johannesburg Ballet Company were inspired by and diffused through social media. The goal was to make ballet more relevant to a younger audience. Each ballet was inspired by a trending subject and created within a week. |
| Trama (Lingua Originale) | In order to sell more tickets, Joburg Ballet needs to appeal to a younger, more diverse audience. Despite the company incorporating more contemporary, African-inspired works into their repertoire, most South African millennials still perceive ballet to be a stale, old-fashioned dance form.Enter BREAKING BALLET, an ongoing series of bite-size ballets inspired by the biggest stories on social media. These take the form of short films, which are seeded straight back into the trending conversations that inspired them.By tracking trends across Facebook, Twitter and Instagram in real time, we’re able to identify the stories that South African millennials are engaging with the most. The process takes between 4 - 7 days, from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation. This ensures that the stories are still highly relevant when the films are launched.When it comes to seeding the films, new data shows how the stories have evolved on social media, which informs the seeding strategy and the micro-influencers that we use.Joburg Ballet is now being spoken about in places that it never dreamed of. Ticket sales are at an all-time high, and the average audience age is at an all-time low.Notable stats include:* 24 million media impressions* 91% engagement rate* 39% increase in social media followers* 560% ROI in free publicity |
| Tipo di Media | Interattivo |
| Lunghezza | |
| Creative Director | Jef Tyser |
| Creative Director | Nikki Taylor-Garrett |
| Copywriter | Jeff Tyser |
| Art Director | Nikki Taylor-Garrett |
| Photographer | Paul Samuels |
| Director | Jeana Theron |
| Director | Ross Garrett |
| Director | Chloe Coetsee |
| Director | Zee Ntuli |
| Production Company Producer | Saskia Finlayson |
| Production Company Producer | Lindsay-Jane Barnard |
| Production Company Producer | Liz Dahl |
| Production Company Producer | Mmameyi Mphahlele |
| Production Company Producer | Allan Glogauer |
| Agency Producer | Boitumelo Rabosiwana |
| Agency Producer | Sandra Gomes |
| Graphic Designer | Khethiwe Makhuba |
| Image Design | Sibusiso Mkhwanazi |
| Direttore della fotografia | Devin Toselli |
| Direttore della fotografia | Adam J Bentel |
| Direttore della fotografia | Willie Nel |
| Direttore della fotografia | Michael Cleary |
| Editor | Mark Ash |
| Editor | Evy Katz |
| Editor | James O'Sullivan |
| Sound Engineer | David Law |
| Wardrobe / Stylist | Melissa Maxted Henderson |
| Data | TBWA\Hunt\Lascaris Durban |
| PR | Susha Kupritz |
| Editing Company | The Upstairs Ludus |
| Post Produzione | Left Post Production |