| Story | After the COVID-19 pandemic outburst, the Ural Opera Ballet needed money to carry out the concept of their new experimental ballet. The Humpbacked Horse is a classical performance modernized with a sprinkle of local vibe, gopniks and rappers. Gopniks are a local subcultural phenomenon, the youth of the industrial working class.The theatre launched a crowdfunding campaign, which brought in only ballet enthusiasts. But it failed and collected just $2K.Winning a new audience required new approaches.Together with Jaws, the region’s most popular brewery, we released Humpbacked Horse brand beer. The eclectic packaging referred us to classical ballet art and modern gopnik stylistics. Part of the profit was donated to the theatre. Buying beer to support ballet was a bizarre yet attractive concept. The batch was sold out in record time. Everyone was able to voluntarily donate additional money as well via a QR code on the bottle. The crowdfunding campaign got rolling.In 2 months $80K were collected.The ballet premiere took place in July 2021 and was a success. |