R/GA Sydney is behind a series of intimate short films created for the Telstra Ballet Dancer Award.
The online spots were shot on location at The Australian Ballet’s Melbourne rehearsal rooms and are also being shown across free-to-air on demand catchup TV.
The campaign showcases the six finalists and use the dancers’ physical and emotional relationship with mirrors, to reveal the two sides of each nominee. Each of the videos are narrated by the dancers themselves.
ECD at R/GA Sydney Hamish Stewart says they wanted to give a glimpse behind the scenes.
“Ballet dancers are elite athletes who have to mask the exertion, while pushing their bodies and minds to the limit.” Stewart says.
“This was a rare opportunity to show the mental and physical tenacity behind their art, and to celebrate the transformation that takes place.”
The short films can be seen online throughout November and are intended to help in the selection of Telstra Ballet Dancer People’s Choice Award, with the public invited to watch and vote for their favourite dancer by 3 December 2017.
Telstra has partnered with The Australian Ballet for more than three decades and introduced the Ballet Dancer Award in 2003 to help the Company’s up-and-coming talent reach their potential and thrive in their dancing careers.
A spokesperson from Telstra the campaign not only throws a new light on ballet, but also embodies the Telstra brand ethos by showing what it takes to thrive.
“Through this series of short films, we are helping Australians understand the incredible effort and talent required by our country’s top dancers - by recognising their special talents and what they go through to perform so beautifully on stage.”
Earlier this month Nova Entertainment partnered with The Australian Ballet to create Meet Me at the Barre - a podcast series that steps into the world of ballet, unveiling the stories behind one of Australia’s most respected creative companies. In this six-part series, Amber Petty meets some inspiring and imaginative people at the heart of The Australian Ballet.
At the time, Penny Rowland, director of marketing, commercial and audience development of The Australian Ballet, said:“We are always searching for ways to appeal to culturally-curious audiences who may not have experienced ballet as yet”.
See more here.