PROJECT DESCRIPTION

The pandemic. It’s a challenge everyone faced for last few years, but the goals for the Hong Kong Ballet remained – maintain the HKB as an institution of national prestige, reach new audiences, and generate subscriptions. However, this proved challenging due to limitations and access to dancers, locations, and closures. This also meant the HKB season program was subject to change/cancel and we had a smaller budget to create bigger than before brand images.

Not knowing what was next in the pandemic we decided that NEXT should be the seasonal theme. Taking a Surrealist art approach, we developed visuals that would transport audiences to the most desirable places they wanted to be – outdoors and in fresh air. The HKB dancers float on sky-colored backgrounds interacting with nature, the future, and spaces that we only dream of being.

With constant open/closures due to Covid the season was successful. The visuals deliver delight and whimsy with an instantly recognizable look, and the HKB saw an increase in subscriptions and social media growth upwards of 15%. The campaign further elevated the HKB as a premiere cultural institution in Hong Kong, and as one of the most vital ballets in the world.

PROJECT INFORMATION

Entry Type: Series / Campaign Entry

Channel: Print

Primary Role of the Designer: Designer as brand steward

Client Relationship: A retainer relationship

Intention of the Project: Introduction of a new product, service, or program

Development Budget: Pro bono

Production/Execution Budget: $5,001 - $10,000

Source of Funding: Other (if other, please explain) Pro-Bono creative and Production at cost.

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CREDIT INFORMATION

Creative Director: Pum Lefebure; Sucha Becky; Mariela Hsu

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Photographer: Dean Alexander

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Other Credits: Jake Lefebure - Project Manager; Septime Webre - Artistic Director

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