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A series of bite-size ballets inspired by today’s biggest stories
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 South African millennials still think of ballet as a stale, old-fashioned dance form.

Enter Breaking Ballet, a campaign designed to reposition ballet in the hearts and minds of millennials. Breaking Ballet is a series of bite-size ballets inspired by the biggest stories online. These take the form of short films, which are seeded straight back into the trending conversations that inspired them.

The entire process – from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation – takes 4 to 7 days. This ensures that the stories are still highly relevant when the films are launched.

Awards

Cannes Gold Lion / Entertainment /Talent Digital & Social

Cannes Silver Lion / Data, Social Data & Insight

Clio Gold / Film / Branded Content

Loeries Gold / Digital & Interactive Communication / Social Media

Loeries Gold / Digital & Interactive Communication / Social Media

Loeries Craft Certificate / Digital & Interactive Communication / Music & Sound Design