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.