HONG KONG — In celebration of its 45th anniversary and the grand opening of its first-ever ballet academy, Hong Kong Ballet has launched a groundbreaking campaign designed by Design Army. Titled “Tutu Academy,” this campaign offers a fresh and imaginative interpretation of ballet, blending classic and contemporary influences to create a visual spectacle that is both uniquely Hong Kong and universally appealing.
The campaign film, inspired by Degas’ iconic ballerina portraits, the Renaissance era, and elements of artistic hip-hop, redefines classical ballet in a way never before seen. From the halls of renowned universities to the scenic spaces of Tai Kwun and High Island Reservoir, the film features over 50 dancers from the celebrated troupe, capturing the essence of Hong Kong’s vibrant culture through eye-popping colors, gravity-defying dance moves, and a touch of the surreal, including koi fish-inspired hairdos and punk rockers on pointe.
A central narrative of the campaign involves a whimsical encounter where a jelly-like, gold-toothed alien dressed in a tutu lands at the Tutu Academy. This leads to a magical, dance-filled interaction that transcends language barriers, showcasing the universal language of dance. The alien, initially struggling with ballet, receives a magical tutu that instills confidence and joy, allowing him to fully participate in the dance.
As the alien returns to his homeland, the emotional farewell is marked by the sight of his spaceship adorned in a tutu, symbolizing the deep connection formed through this cultural exchange. Back on his planet, the alien shares this piece of Earth’s culture with his commanders, further spreading the joy and unity that dance can bring.
Design Army’s approach to this campaign was meticulously detailed, playing with graphic scales, textures, and sounds to enrich the viewer’s experience. The soundtrack mixes the classical tones of Johann Strauss’ “The Blue Danube Waltz” with modern hip hop rhythms, mirroring the fusion of traditional and contemporary elements throughout the film.
This inventive campaign celebrates the rich history of Hong Kong Ballet and positions it at the forefront of cultural innovation, making ballet accessible and enjoyable for a global audience, including those as far afield as outer space.
CREDITS:
Client: Hong Kong Ballet
Campaign: Tutu Academy
Agency: Design Army
