The National Ballet of Canada:

Dancebreak Program Activation

@nationalballet

CONTEXT:
National ballet of Canada needed a way to bridge the gap of how to get new customers to come watch the ballet. In particular students using their new app "Dance Break" to get discounts off the price of tickets.
CONFLICT:
Students don't usually spend their time at classic past times like plays, the opera or ballet; we need to show them Ballet from a contemporary perspective they'll understand.
OPPORTUNITY:
We will show them the ballet can be a new avenue of entertainment they can appreciate if they knew ballerinas worked just as hard they do.

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