History Will Be Kind works on The Australian Ballet's Chroma

History Will Be Kind works on The Australian Ballet's Chroma
SHARE
THIS



Communications agency History Will Be Kind (HWBK) has created a socially driven campaign to support The Australian Ballet’s Chroma program.

The program is launching the contemporary dance season and bringing ballet to a new, and younger, audience.

Rich content is at the core of the HWBK work, with a series of fly-on-the-wall videos and photographs the star of the integrated social media, digital, PR and media campaign. The videos were created by John Oldmeadow and the photographs were captured by Lucien Alperstein.

Emma-Jane Granleese, managing partner at HWBK, said: “This collaboration is about bringing what is visceral, rather than refined, about ballet to the fore. What happens before you see a ballet on opening night is just as fascinating as what happens once the curtain goes up. We wanted to communicate this in a compelling way to people who wouldn’t usually attend the ballet. It’s great to be working with The Australian Ballet on such a creative project.”

Kate Scott, senior marketing manager at The Australian Ballet, added: “We were looking for a team to challenge traditional perspectives. Our Facebook engagement has spiked this month and we’ve seen a positive dialogue from both new and existing customers based on the content generated by HWBK. Ticket sales to date have been stand out.”

Chroma opened at the Sydney Opera House on April 29 and runs until May 17. The Melbourne season will run from June 6 to 14 at the Arts Centre Melbourne.

The Chroma program features choreography by Wayne McGregor, Jiří Kylián and Stephen Baynes and unites The White Stripes, Mozart and Tchaikovsky.

http://www.youtube.com/watch?v=Z43nJO6XoNY

Please login with linkedin to comment

Latest News

“I Am Devastated”: Michelle Guthrie Considering Legal Action After ABC Sacking
  • Media

“I Am Devastated”: Michelle Guthrie Considering Legal Action After ABC Sacking

Michelle Guthrie has spoken out after being dumped as managing director of the ABC, arguing there was no justification for the company’s board to terminate her employment. In a statement issued shortly after the ABC announced her sacking this morning, Guthrie said she was “devastated” by the board’s decision despite there being no wrongdoing on […]

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]

Paul McIntyre To Lead The Australian Financial Review’s New CMO Offering
  • Marketing
  • Media

Paul McIntyre To Lead The Australian Financial Review’s New CMO Offering

Fairfax Media’s Australian Financial Review has expanded its marketing and media coverage with the launch of CMO Brief. The new weekly editorial initiative is designed to take a more in-depth perspective on local and global trends, and the challenges and opportunities in marketing and its role in driving business growth. CMO Brief’s foundation sponsor is […]