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

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

    By Asia Ad Junkie - Feb 19, 2021
    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

     

     

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