badc

2021 - Gold

Ballet Beat Drop

Gold 2021
Flip
Queensland Ballet

Brief
Burst the ’Ballet Bubble’ to reach a wider audience than just ballet loyalists.

Challenge
Convincing people to actively engage with your brand is difficult at the best of times, and a global pandemic where everyone’s feeling cooped up is very much not the best of times.

Strategy
But what if we turned a negative into a positive by breaking with tradition, harnessing a new medium, and giving everyone a way to move?

Creative Solution
Ballet + Hip Hop + TikTok = #balletbeatdrop. We created a bespoke music track that transformed a classic ballet song and dropped the beat on TikTok, to give people a fun way to move during lockdown.

Results
The campaign went viral with over 88,000 videos using the #balletbeatdrop hashtag, resulting in a record-smashing 158.3 million views on TikTok.

https://balletbeatdrop.com.au/
Advertising agencyFlip
Creative directorAndy Geppert
Art directorAndy Geppert, John La Motta
Account serviceJenna Doran
Production companyPixelFrame
DeveloperJonas Anker Jahr
Other Contributors

Head of Strategy: Bryce Schneider
UX Design: Katch Harris
Head of Marketing Strategy: Erin Core
Head of Marketing: Lisa Summer-Hayes
Marketing Specialist: Yuverina Shewpersad
Social and Digital Content Production: Tamara Hanton and Stephanie Do Rozario
Influencer Management: Audience Group
Publicist: Meryn Cooper