This is the biggest marketing moment of the year for The Australian Ballet as they launch the year ahead. The lynchpin of the online marketing campaign is the gorgeous branding video this year, the Season 2017 film “Experience Wonderment”.
This gorgeous video has a wide variety of talented artists working behind the scenes.It features the deeply moving sound of Dustin Tebbutt, and his melodic track Give Me Tonight from the album ‘First Light’, which is also on rotation on Triple J right now and a full EP will be released in October. Dustin also happens to be touring with Bernard Fanning in October to mostly sold out shows in Sydney and Melbourne.
The video stars principal dancers of The Australian Ballet Amber Scott and Kevin Jackson. In addition, Fashion designer Paolo Sebastian created the dresses especially for the dancers. The marketers realised that the season ahead is a bold line-up filled with magic, fantasy and wonderful stories. It was only natural then that the campaign be anchored around the notion of inspiration and wonderment.
The brand story for next year is 2017 A Season of Wonderment. Ballet lovers are encouraged to share the video and start using #wonderment for the year ahead.