×

    Telstra and The Australian Ballet Takes Dance to the Really Small Stage

    The campaign features nominees of this year's Telstra Ballet Dancer Awards.

    By Asia Ad Junkie - Feb 16, 2021
    Telstra and The Australian Ballet Takes Dance to the Really Small Stage

    Telstra and The Australian Ballet have launched their latest social media campaign with six micro-ballets created by R/GA, crafted, choreographed, and performed specifically for the mobile screen.

    The campaign showcases the talents of the 2020 Telstra Ballet Dancer Awards nominees and calls the public to vote for their favorite to win the People’s Choice Award.

    The clever little campaign was conceived following last year’s lockdowns in which dancers were confined to 4 x 2-meter dance floors. Why not take it a step further and implement that tiny stage on our tiny screens?

    “We’re excited with the very different approach we took this year with The Australian Ballet and R/GA, building ballet’s smallest stage for the biggest audience,” said Genelle Sharples, Head of Media, Sponsorship and Awards, Telstra.

    “It feels very apt for the year that’s been. And we’re delighted to bring joy to our viewers – the joy of dance goes to the heart of what the Telstra Ballet Dancer Awards are about, but even more so in the current climate.”

    “Every element of the campaign was crafted for social, from the bespoke dancefloor and the elaborate vertical set builds framed for 9:16 mobile screens,” said Kieran Antill, National Executive Creative Director, R/GA.

    “Backstage content was created for each dancer’s own social media channels – using the raw nature of social to give viewers a peek at what goes into a performance, showcasing dancers preparing for and explaining the significance of their routines.”

    “Each performance was meticulously crafted, with each dancer challenged to choreograph a unique routine set to a bespoke melody across each micro-ballet – the instrumentation and the performance was based on each dancer’s own inspiration,” added Antill.

    The campaign is led by a connected network of digital media channels – owned, shared and paid, and a main stage website. Voting closes on 21st March 2021, with the winners of the Rising Star and People’s Choice Awards announced at The Sydney Opera House at the world premiere of “New York Dialects” on April 6th.

    Telstra has been the Principal Partner of The Australian Ballet for more than three decades, with the Telstra Ballet Dancer Awards introduced in 2003 to shine a spotlight on up-and-coming dancers and help them thrive in their careers.

    The nominees this year are Cameron Holmes, Corey Herbert, Imogen Chapman, Jasmin Durham, Nathan Brook, and Serena Graham.

    “At a time when the entertainment industry has been so severely impacted and even visiting a theatre comes laden with restrictions, we set out to create an experience that gives anyone a front-row seat in the palm of their hand,” said Victoria Curro, Managing Director, R/GA Australia.

    Vote for your favorite at telstra.com/ballet.

    Credits

    Telstra

    Group Manager – Nicola Reeves
    Senior Brand Specialist – Krista Stringer

    The Australian Ballet

    Director of External Relations – Penny Waitsman
    Sponsorship Manager – Sarah Vick
    External Relations EA – Hannah Fulker

    R/GA Australia

    Senior Copywriter – Jonathon Shannon
    Senior Art Director – Bede Gannon
    Copywriter – Kate Ross
    Art Director – Courtney Fay
    Senior Visual Designer – Katarzyna Komenda
    Senior Content Producer – Kyle Belcher
    Executive Producer – Chris Smyth
    Regional Group Director APAC – Millie Menage
    Strategy Director – Mitch Incoll
    Executive Creative Director – Kieran Antill
    Chief Creative Officer APAC – Seamus Higgins
    Managing Director – Victoria Curro

    Production

    Production House – Pixel Melbourne
    Director – Guy Franklin
    Producer – Saskia Vaneveld
    Film Editor – Maria Papoutsis
    Film Colourist – CJ Dobson
    Music – Electric Sheep: Kate Stenhouse, Joe Mount, Glenn Sarangapany, Declan Harsent

    Stills

    Photographer – Taylor-Ferne Morris
    Retoucher – Pocket Rocket: Sarah Barker

     

    Get more brand in your diet

    We never share your info, we only share ours.