🏆 Best-In-Show Winner
Campaign
Agency - Design Army
Client - Hong Kong Ballet
Watch Hong Kong Ballet 40th Anniversary Season Brand Video
In 2018 a new artistic director took the helm of Hong Kong Ballet, facing dwindling membership, a lack of brand clarity, a city in turmoil, and perceptions that ballet was for the elite. After successfully redefining the brand last year, our goal for its 40th anniversary was to establish the Hong Kong Ballet as a national institution and reach new audiences. The brand campaign reaches a new audience in Hong Kong with the message that The Ballet is for all. We blended traditional and pop-culture colors, tutus and street clothes, Chinese opera-inspired and contemporary makeup, and iconic Hong Kong landmarks to celebrate The Ballet’s heritage and spirit of innovation. Earned media exploded, with coverage from local, national, and international publications. Our work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a premier cultural institution in Hong Kong and one of the most vital ballets in the world.