Task: Appeal to a younger, more diverse audience to increase ticket sales for Joburg Ballet.

Problem: South African millennials perceive ballet as irrelevant and old-fashioned, leading to low engagement and ticket sales among younger audiences.

Truth: Ballet can be as current and engaging as today's trending topics when presented in the right format.

Proposition: Ballet reimagined for the digital age: bite-sized and inspired by culture.

Solution: We created Breaking Ballet, a series of short ballet films inspired by trending topics. Each film was produced within 4-7 days of identifying a trend and seeded back into the relevant online conversations. We tracked trends across social platforms in real-time, ensuring our content remained highly relevant.

Effect: The campaign transformed Joburg Ballet's image and audience. It generated 24 million media impressions, achieved a 91% engagement rate, and increased social media followers by 39%. Ticket sales reached an all-time high, while the average audience age decreased significantly. The campaign also garnered multiple prestigious awards, including Cannes Gold, D&AD Yellow Pencil, and Webby Awards.