Johannesburg Ballet Company - "Breaking ballet"

TBWA\Hunt\Lascaris Johannesburg

TBWA\Hunt\Lascaris Johannesburg Johannesburg, Sudáfrica

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Marca: Johannesburg Ballet Company
País: Sudáfrica

Anunciante: Johannesburg Ballet Company

Título	Breaking ballet
Agencia	TBWA\Hunt\Lascaris Johannesburg
Campaña	Breaking ballet
Anunciante	Johannesburg Ballet Company
Marca	Johannesburg Ballet Company
Posted	Junio 2018
Sector Empresarial	Cultura, ocio y deporte
Sinopsis	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 Young people tend to think ballet is boring and out of date.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.
Sinopsis (Lengua original)	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
Medio	Interactivo
Duración	120 seconds
Director creativo	Jef Tyser
Director creativo	Nikki Taylor-Garrett
Responsable de conceptos / redactor	Jeff Tyser
Director artístico	Nikki Taylor-Garrett
Fotógrafo	Paul Samuels
Realizador	Jeana Theron
Realizador	Ross Garrett
Realizador	Chloe Coetsee
Realizador	Zee Ntuli
Productor de la productora	Saskia Finlayson
Productor de la productora	Lindsay-Jane Barnard
Productor de la productora	Liz Dahl
Productor de la productora	Mmameyi Mphahlele
Productor de la productora	Allan Glogauer
Productor de la agencia	Boitumelo Rabosiwana
Productor de la agencia	Sandra Gomes
Diseñador gráfico	Khethiwe Makhuba
Diseño imagen	Sibusiso Mkhwanazi
Director de fotografía	Devin Toselli
Director de fotografía	Adam J Bentel
Director de fotografía	Willie Nel
Director de fotografía	Michael Cleary
Montador	Mark Ash
Montador	Evy Katz
Montador	James O'Sullivan
Sound Engineer	David Law
Responsable de vestuario / estilista	Melissa Maxted Henderson
Data	TBWA\Hunt\Lascaris Durban
PR	Susha Kupritz
Montaje	The Upstairs Ludus
Postproducción	Left Post Production