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JOBURG BALLET BREAKING BALLET

Client: Joburg Ballet x Superbalist

Product: Unbound Ballet

Media: Digital / Social / Branded Content / Design / eCommerce 

Year: 2019

Role: Chief Creative Officer

Joburg Ballet knows that they need to attract a younger audience, to sell more tickets. Because the cool kids weren’t coming to us, we knew we had to go to them. So, we approached Superbalist, South Africa’s biggest, coolest online store, and pitched them an idea:

 

Cross-sell Joburg Ballet’s production of Unbound, and Superbalist’s new activewear range.

 

We used the Joburg Ballet dancers as models to create a fully integrated retail campaign, which ran across Superbalist’s various social channels, as well as in their actual online store. We also created 4 trailers for Unbound and a day-in-the-life style documentary about a Joburg Ballet soloist. This content also featured Superbalist activewear, and was published in the lifestyle section of Superballist.com.

 

When the Unbound run came to an end, Joburg Ballet had exceeded their ticket sales target by 5%. But much more importantly, their audience age is at an all-time low. By taking ballet out its comfort zone, we were able to get the youth to leave theirs.

1 X One Show Merit

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1 x Silver Loerie

2 x Bronze Loeries

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1 X Gold Bookmark

2 X Silver Bookmark

3 X Bronze Bookmark

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1 x Creative Circle  Digital Ad of the Year

Case Film

Case Film

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