Johannesburg Ballet Company Film, Digital Breaking Ballet [image] 1 by TBWA\Hunt\Lascaris Johannesburg

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Breaking Ballet [image] 1

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Industry Cinemas, Theatres & Concert Halls
Media Film, Digital, Interactive & Mobile
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Production Darling Films
Director Zee Ntuli
Released March 2018


Clio Awards 2018
Branded Content Product/Service: Film Gold
Branded Entertainment Product/Service: Film - Scripted Silver
Public Relations Product/Service: Brand Development Bronze

Credits & Description

TBWA\HUNT\LASCARIS Johannesburg, South Africa Entrant Company
TBWA\HUNT\LASCARIS Johannesburg, South Africa Idea Creation
DARLING FILMS Johannesburg, South Africa Production
UPSTAIRS LUDUS Johannesburg, South Africa Production
BLUE NOISE Johannesburg, South Africa Production
LEFT POST PRODUCTION Johannesburg, South Africa Production
TBWA\HUNT\LASCARIS Johannesburg, South Africa Media Placement
Pete Khoury TBWA Hunt Lascaris Guided the overall idea, strategy, look & feel of campaign
Rui Alves TBWA Hunt Lascaris Guided the overall idea, strategy, look & feel of campaign
Kabelo Moshapalo TBWA Hunt Lascaris Guided the overall idea, strategy, look & feel of campaign
Nikki Taylor-Garrett TBWA Hunt Lascaris Conceptualised, guided the look and fee and execution
Jeff Tyser TBWA Hunt Lascaris Conceptualised, guided the look and fee and execution
Debbie Pienaar TBWA Hunt Lascaris Client Liason
Sandra Gomes TBWA Hunt Lascaris Agency Producer
Boitumelo Rabosiwana TBWA Hunt Lascaris Agency Producer
Sibusiso Mkhwanazi TBWA Hunt Lascaris Motion Designer
Jeana Theron Darling Films Director
Zee Ntuli Darling Films Director
Cloe Coetsee Darling Films Director
Ross Garrett Darling Films Director
Melina McDonald Darling Films Executive Producer
Lorraine Smit Darling Films Executive Director
Saskia Finlayson Darling Films Producer
Mmameyi Mphahlele Darling Films Producer
Liz Dahl Darling Films Producer
Lindsay-Jane Barnard Darling Films Producer
Willie Nel Freelance Director of photography
Michael Cleary Freelance Director of photography
Marc Ash Ludus Editor
Nick Young Ludus Editor
James O'Sullivan Ludus Editor
David Law Blue Noise Sound Engineer
Marcus Wormstorm Biblo Music Composer
Jacob Israel Biblo Music Composer
Ntlatsi Biblo Music Composer
Adam J Bentel Freelance DOP
Allan Glogauer Darling Films Producer
Devin Toselli Freelance DOP
Evy Katz Left Post Prodcution Editor
Khethiwe Makhuba TBWA HUNT LASCARIS Designer

Joburg Ballet knows that in order to sell more tickets, it needs to appeal to a younger, more diverse audience. Despite the fact that the company has incorporated more contemporary, African-inspired works into their repertoire, most millennials still think of ballet as a stale, old-fashioned dance form.
Joburg Ballet approached us to help change this perception and encourage young South Africans to consider ballet as a viable form of entertainment. We thus needed to demonstrate that ballet can tell stories about anything, that it can be contemporary and relevant, and that it is certainly no boring relic of the past.
South African millennials weren’t coming to the ballet. This meant we’d have to take ballet to them. Joburg Ballet has a very small annual marketing budget, so from the outset we needed a strategy that would result in maximum share-ability and earned media.
Our audience is bombarded by content on a daily basis. This has bred a culture of instant gratification. By tracking trends across Facebook, Twitter and Instagram, we were able to identify triggers most relevant to our intended audience – black South African millennials, and then respond quickly with relevant stories. When it came to seeding the films, we tracked how the stories had evolved, which influenced how we tagged them and the micro-influencers that we used.
The Breaking Ballet series of online films is influenced and shaped entirely by the biggest trending stories online. By tracking triggers across all the popular social media platforms, globally and in South Africa, we were able to respond with a relevant, highly specific short film, whilst the conversation was still trending.
Essentially, this series of ballets in the form of 8 short films is 100% shaped by real-time data mined on social media
By feeding highly relevant stories straight back into trending conversations, the campaign has earned a lot of success. Ballet and Joburg Ballet in particular are being spoken about in places they never dreamed of. Important stats include:
560% ROI in earned media
24 million media impressions
91% engagement rate
39% increase in social media followers
Ticket sales are at an all-time high and climbing show on show
Media Strategy
Ordinarily a ballet production involves many months of conceptualisation, choreography and rehearsals. The most exciting thing for all parties involved in this series of ballets, from the dancers to the audience, has been not knowing what story is coming next.
The campaign is 100% shaped by real-time data mined from social media. This is then artistically reinterpreted as a brand new ballet. This data also shapes the short film, in terms of the mood, location, cinematography and art direction.
Campaign Description
Breaking Ballet is an ongoing series of bite-size ballets inspired by the biggest stories online. These take the form of short films, which are seeded straight back into trending conversations on social media.
The entire process – from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation – takes 3 to 5 days. This ensures that the stories are still highly relevant when the films are launched.