We identified the need to gather valuable primary research to inform our potential responses to the brief. To do this we created a survey to find out what would encourage people who engage in other cultural events such as the theatre, gigs and football matches etc. to experience the ballet for the first time. These were the questions and answers to the survey:
If 'YES' what encourage you to go?
- Free tickets
- Free tickets
- It was Edward Scissorhands
- My mum
- I used to do ballet
- Personal Interest
- Just a general enjoyment, my parents have taken me since I was a child
- Interested as a child - the glamour of it
- It was a family visit
- school
- Dancer myself
- there was free alcohol
- It was with school as a child
- I was a ballet student
- My mum took me
- my mum
- On at a local event
- family
- N/A
- I used to dance myself
- Family friends
- Nothing
We read a range of articles that would widen our understanding of the Ballet and see how it could subvert people's expectations:
We also watched a range of contemporary ballet clips from Billy Elliot to the Hozier music video ‘Take Me to Church’ Starring Sergei Polunin.
And how the same dancer almost gave up ballet:
https://www.facebook.com/bbcnews/videos/1283729741711236/
And looked at the life of ballet shoes:
This research enabled us to generate a variety of ideas from designing posters that looked modern and contemporary to creating the hashtag #onpointe.
Concept
The idea we took forward kept the tone of the campaign modern, contemporary and engaging to a younger audience while keeping the concept of the ballet sophisticated yet gritty.
The hashtag #onpointe works on 3 different levels;
The first is that on pointe (en pointe) is a traditional ballet hold referring to the art form itself.
The second is that the definition of ‘on point’ means relevance, bringing ballet into the 21st century.
The third meaning behind this hashtag is the modern phrase or slang people use commonly on social media to describe things they find up to scratch. This approach to the campaign makes re-appropriates the meaning of on pointe and makes the ballet seem more inviting and accessible to the desired target audience.
The idea we took forward kept the tone of the campaign modern, contemporary and engaging to a younger audience while keeping the concept of the ballet sophisticated yet gritty.
The hashtag #onpointe works on 3 different levels;
The first is that on pointe (en pointe) is a traditional ballet hold referring to the art form itself.
The second is that the definition of ‘on point’ means relevance, bringing ballet into the 21st century.
The third meaning behind this hashtag is the modern phrase or slang people use commonly on social media to describe things they find up to scratch. This approach to the campaign makes re-appropriates the meaning of on pointe and makes the ballet seem more inviting and accessible to the desired target audience.
Wanting to incorporate an illustrative approach, we were inspired by the forms created by the muscles of the dancers, which demonstrates how ballet as a sport requires strength, stamina and determination.
Traditional print including lino cutting and screen print was used in the process and development of the illustrations and patterns in the campaign series. This approach resonates with the traditional nature of the ballet.
We also created a custom typeface inspired by a range of festival and gig posters. This enabled us to effectively communicate the edgy, modern aesthetic and tone of voice of the campaign. The use of a custom typeface also ensures a bespoke/unique typographic form.
Content
The series incorporates the leg in the on pointe position as the focus of each poster to create consistency and fluidity between each design. This can then be overlapped, orientated, duplicated and distorted to create a range of abstract compositions with the same underlying theme.
The words on each poster subvert people’s expectations and opinions of the ballet, showing how it isn’t just ‘old fashioned, filled with tutus, musically dry or stuffy’ but ‘relevant to contemporary life’. This was the driving force of the project and a key aspect that we wanted to communicate on every poster and advertisement.
The series incorporates the leg in the on pointe position as the focus of each poster to create consistency and fluidity between each design. This can then be overlapped, orientated, duplicated and distorted to create a range of abstract compositions with the same underlying theme.
The words on each poster subvert people’s expectations and opinions of the ballet, showing how it isn’t just ‘old fashioned, filled with tutus, musically dry or stuffy’ but ‘relevant to contemporary life’. This was the driving force of the project and a key aspect that we wanted to communicate on every poster and advertisement.
The words we chose to use in the poster series were:
- Passion
- Alive
- Grit
- Raw
- Strong
- Strength
- Stamina
- War
- Drama
- Contemporary
- Love
- Hate
- Fight
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