The Sydney Dance Company Pirouette Through the Rain to Sell Sheridan Towels

What better way to prove the strength, durability, and usefulness of a towel than super slow-motion dancers twisting beneath falling water and flickering lights?

To launch its latest campaign, Australian homewares brand Sheridan, in collaboration with Fabric\TBWA Sydney, did just that. The Sydney Dance Company was recruited to perform a choreographed routine intended to show the benefits of Sheridan’s towels in the “Never Felt Better” campaign.

If it’s good enough for world-class dancers spinning in the rain, it’s good enough for you.

“In a category that is oversaturated with a sea of sameness, we set out to disrupt the category and show our Sheridan difference in a more visually captivating way,” Renee Awadalla, general manager of marketing, Sheridan.

“Our collaboration with Sydney Dance is a true partnership of two iconic Australian brands with similar values. This campaign not only re-energises our brand but one that undeniably positions Sheridan towels as the superior choice for the Australian consumer.”

“The synergy between the proof points of Sheridan’s towels and the unwavering dedication to craft shown by the Sydney Dance Company sparked the inspiration,” said Keenan Motto, creative partner, Fabric\TBWA.

Sydney Dance Company has been a driving force in Australian culture for over 50 years. Touring internationally and nationally, the ensemble of 17 dancers perform works choreographed by artistic director Rafael Bonachela and his creative collaborators.

“I am delighted to have the opportunity to collaborate with an iconic Australian brand such as Sheridan. Sydney Dance Company and Sheridan share a vision for quality, innovation and a commitment to sharing beauty with the world,” said Bonachela.

Credits

BRAND: Sheridan Australia
GROUP GENERAL MANAGER: Paul Gould
GENERAL MANAGER, MARKETING: Renee Awadalla
SENIOR MARKETING MANAGER: Stephanie Maule
ART DIRECTOR\PRODUCER: Andrea Woo
HEAD OF SOCIAL: Eloise Walsh
SHERIDAN MARKETING AND GRAPHIC DESIGN DEPT.
TALENT: Sydney Dance Company
ARTISTIC DIRECTOR SYDNEY DANCE COMPANY: Rafael Bonachela
DANCERS: Sydney Dance Company
CHOREOGRAPHER: Chris Aubrey
CREATIVE AGENCY: Fabric\TBWA
CHIEF CREATIVE OFFICER: Evan Roberts
CREATIVE PARTNER: Keenan Motto
EXECUTIVE CREATIVE DIRECTOR: Grant McAloon
ART DIRECTOR\DESIGNER: Gabriella Clegg
CLIENT PARTNER: Colleen Scerri
STRATEGIC PLANNER: Kat Vasser
SENIOR INTEGRATED PRODUCER: Vanessa Hawke
SOUND ENGINEER: Beau Silvester
PRODUCTION COMPANY: Collider
MANAGING DIRECTOR: Rachael Ford-Davies
PRODUCER: Annie Schutt
DIRECTOR (FILM): Dylan Duclos
DOP: Kieran Fowler
ART DIRECTOR: Jen Waters
SFX: Dan Oliver, Max Hughes
STILLS PHOTOGRAPHER: Darren McDonald
STYLIST: Bridie Gilbert
HAIR: Michelle McQuillan
MAKEUP: Victoria Barron
POST PRODUCTION: Bolt
EDITOR: Brad Hurt
GRADE: Matt Fezz
MUSIC: Charlie O’Brien