Nyc & Company Case study Faile, Art Series by DDB New York

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Faile, Art Series

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Industry Cinemas, Theatres & Concert Halls, Business equipment & services, Corporate Image
Media Case study
Market United States
Agency DDB New York
Director Alec Helm
Executive Creative Director Menno Kluin
Creative Director Sean Labounty
Art Director Joao Unzer
Copywriter Rodrigo De Castro
Editor Alec Helm
Released May 2012


Cannes Lions 2013
Design Lions Promotional Item Design Bronze

Credits & Description

Advertiser: NYC BALLET
Category: Travel, Entertainment & Leisure
Advertising campaign: FAILE, ART SERIES
Management Supervisor: Lauren Neuman (DDB NY)
Chief Creative Officer: Matt Eastwood (DDB NY)
Art Director: Joao Unzer (DDB NY)
Head Of Design: Juan Carlos Pagan (DDB NY)
Brand Planning Director: Mary Bakarich (DDB NY)
Copywriter: Rodrigo De Castro (DDB NY)
Executive Producer: Teri Altman (DDB NY)
Head of Production: Ed Zazzera (DDB NY)
Director: Alec Helm (DDB NY)
Editor: Alec Helm (DDB NY)
Design: Brian Gartside (DDB NY)
Account Executive: Cindy Nguyen (DDB NY)
Executive Creative Director: Menno Kluin (DDB NY)
Asst. Producer: Nina Horowitz (DDB NY)
Creative Director: Sean Labounty (DDB NY)

NYCB has worked with artists throughout the Company’s history — luminaries like Andy Warhol, Keith Haring, and Julian Schnabel – so the Art Series idea fits naturally with the DNA of the institution. The program that night was designed to include a selection of ballets that reflected the breadth and diversity of the Company’s repertory to give first-timers a sampling of what NYCB has to offer them any night of the week – proving that it’s something they’d want to put on their cultural to-do list more often.

Though the work presented on stage at NYCB is avant garde, marketing and communications had become predictable – featuring photography of dancers and promoting performance series that only aficionados could appreciate. Idea: Reimagine NYCB’s heritage with contemporary artist FAILE. FAILE would create an exhibition to grace the theater atrium for three weeks. And to rocket NYCB to the top of the cultural agenda and sell out the 2600-seat theater on two special performance evenings, in which every audience member receives a piece of the commissioned work of art to take home.

Client Brief Or Objective
Objective: cultivate a young adult audience for New York City Ballet (NYCB).NYCB’s audience is dominated by gray hair and pearls – creating a stuffy and elitist brand perception even though the work presented on stage pushes the envelope and regular ticket prices start at $29. Strategy: repackage the experience to create a spark of urgency to attend a ballet.Many young New Yorkers appreciate the arts. They just don’t feel that they need to venture north of 14th Street to satisfy their arts and culture appetite. With so much to choose from, they must prioritize… and ballet isn’t a priority.

Following a limited single-ticket pre-sale for FAILE fans, the first performance sold out in 7 minutes. In 2012, the average age of NYCB ticket buyers was 56. At the event, the average age dropped to 31. Additionally, 87% of the audience was a first time NYCB ticket holder.