TELSTRA X AUS BALLET
Telstra Ballet Dancer Awards
Ballet for the social stage
Telstra and The Australian Ballet
As the world shutdown in 2020, the Australian ballet dancers went from performing at the Sydney Opera House to performing in the confines of their homes. This restriction became the insight upon which the 2020 Telstra Ballet Dancer Awards campaign was based upon – a tiny stage for a tiny screen.
Crafting six micro-ballets, choreographed and performed within 4x2 metre dance floors specifically designed for the mobile screen.
Every element of the campaign was built for social, from the mini dance floors to the customised vertical stages framed for 9:16. We also created exclusive Behind the Stage content for our viewers to peek behind the curtains beyond the final performances.
Resulting in Ballet's smallest stage for the biggest audience. Our audience was given front row seats whilst also taking them Behind the Stage all within the palm of their hand.
The campaign exceeded voting targets by 594% rolling out across a connected network of digital media channels, social and at the Sydney Opera House.