Telstra and The Australian Ballet have collaborated on a new social media campaign by R/GA, where six micro ballets were created specifically for mobiles.
Last year, many dancers from the Australian Ballet were locked down in Melbourne and confined to their homes. The campaign reflects these challenges: each dancer was given a 4×2 metre dancefloor where they could practise, which ultimately grew into the concept for the campaign; tiny stages for tiny screens.
The six ballets showcase the talents of the 2020 Telstra Ballet Dancer Awards nominees and asks the public to vote for their favourite to win the People’s Choice Award.
“We’re excited with the very different approach we took this year with The Australian Ballet and R/GA, building ballet’s smallest stage for the biggest audience,” said Genelle Sharples, Head of Media, Sponsorship and Awards, Telstra.
“It feels very apt for the year that’s been. And we’re delighted to bring joy to our viewers – the joy of dance goes to the heart of what the Telstra Ballet Dancer Awards are about, but even more so in the current climate.”
The campaign is led by a connected network of digital media channels – owned, shared and paid, and a main stage website.
Keiran Antill, National Executive Creative Director, R/GA, said, “every element of the campaign was crafted for social, from the bespoke dancefloor and the elaborate vertical set builds framed for 9:16 mobile screens. Backstage content was created for each dancer’s own social media channels.”
“Each performance was meticulously crafted, with each dancer challenged to choreograph a unique routine set to a bespoke melody across each micro-ballet – the instrumentation and the performance was based on each dancer’s own inspiration.”
Victoria Curro, Managing Director, R/GA Australia, added, “at a time when the entertainment industry has been so severely impacted and even visiting a theatre comes laden with restrictions, we set out to create an experience that gives anyone a front-row seat in the palm of their hand.”
Voting for the People’s Choice Awards will close on 21st March 2021, with the winners of the Rising Star and People’s Choice Awards announced on 6th April at the premiere of ‘New York Dialects‘ at the Sydney Opera House.
Telstra has been the Principal Partner of The Australian Ballet for over three decades, with the Telstra Ballet Dancer Awards introduced in 2003 to shine a spotlight on up-and-coming dancers. This year’s nominees are Cameron Holmes, Corey Herbert, Imogen Chapman, Jasmin Durham, Nathan Brook and Serena Graham.
