Mark Ash
Offline editor at The Upstairs Ludus
Johannesburg Area, South Africa, Südafrika
TitelBreaking ballet
Agentur
Kampagne Breaking ballet
Werbende Johannesburg Ballet Company
Marke Johannesburg Ballet Company
PostedJunI 2018
Geschäftsbereich Kultur, Freizeit & Sport
Story Joburg Ballet needed to appeal to a younger, more diverse audience. But most South African millennials see ballet as stale and old-fashioned. Enter Breaking Ballet, bite-size ballets inspired by the biggest stories on social media. These short films were seeded straight back into the trending conversations that inspired them. The process took from four to seven days, ensuring that the stories were still highly relevant when the films launched.

Young people tend to think ballet is boring and out of date. To show that it could be fresh and relevant, short ballets were created based on social media trending topics and posted as online films. Ballet had been reconfigured for the digital age.

These amazing short ballet films for the Johannesburg Ballet Company were inspired by and diffused through social media. The goal was to make ballet more relevant to a younger audience. Each ballet was inspired by a trending subject and created within a week.
Story (Originalsprache) In order to sell more tickets, Joburg Ballet needs to appeal to a younger, more diverse audience. Despite the company incorporating more contemporary, African-inspired works into their repertoire, most South African millennials still perceive ballet to be a stale, old-fashioned dance form.Enter BREAKING BALLET, an ongoing series of bite-size ballets inspired by the biggest stories on social media. These take the form of short films, which are seeded straight back into the trending conversations that inspired them.By tracking trends across Facebook, Twitter and Instagram in real time, we’re able to identify the stories that South African millennials are engaging with the most. The process takes between 4 - 7 days, from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation. This ensures that the stories are still highly relevant when the films are launched.When it comes to seeding the films, new data shows how the stories have evolved on social media, which informs the seeding strategy and the micro-influencers that we use.Joburg Ballet is now being spoken about in places that it never dreamed of. Ticket sales are at an all-time high, and the average audience age is at an all-time low.Notable stats include:* 24 million media impressions* 91% engagement rate* 39% increase in social media followers* 560% ROI in free publicity
Medientyp Interaktiv
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Creative Director
Creative Director
Texter
Art Director
Fotograf
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Regisseur
Regisseur
Filmproduzent/Produzent
Filmproduzent/Produzent
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Agency Producer
Agency Producer
Grafik-Designer
Image Design
Direktor Fotografie
Direktor Fotografie
Direktor Fotografie
Direktor Fotografie
Cutter
Cutter
Cutter
Sound Engineer
Ausstattung/Styling
Data
PR
Redaktionsbüro
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