Telstra and the Australian Ballet have been in partnership for more than 30 years. They share the belief that dance is an amazing way to connect with people. It is in fact one of the oldest forms of communications known to man.
Each year, emerging dancers from The Australian Ballet are nominated for the Telstra Ballet Dancer Award (TBDA). To support Telstra’s ambition of becoming Australia’s most loved brand, we needed an idea to connect regular Australians with these six brilliant ballet dancers.
If ballet is a form of communication, then how would an artist interpret the language of dance? We paired six inspiring Australian artists with the six TBDA nominees and asked the artist to create an artwork inspired by their nominee. We literally set each pair up in a studio and had the nominee dance live while the artist created their artwork live. The results were raw, beautiful and transformative.
The activity was led trough an extensive PR, social and paid program. Edelman recommended a distribution strategy designed to build interest week-on-week in the lead-up to the winner announcement. This include engaging influential blogs and websites across a variety of genre categories offering exclusive behind scenes content and filming access that told the stories of the dancers.
Jessica de Boer – Account Director, Brand and Sponsorship
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