To celebrate the 40th anniversary of Hong Kong Ballet, Design Army conceived and designed a boundary-pushing brand campaign that reflects the passion and vision of the company’s artistic director, Septime Webre. Vibrant, colorful and optimistic, the new brand campaign speaks to Webre’s dynamic energy and Hong Kong Ballet’s innovative spirit with the intent to nod to heritage, while taking a decisive step into the future.
Says Webre, “Hong Kong Ballet is committed to the notion that classical ballet can be of-the-moment. The new campaign positions our artists as contemporaries, with the colors drawing on Hong Kong’s extraordinary hues—both old and shockingly new. And I love the bold, graphic shapes the dancers’ bodies make in contrast to the surrounding architecture.”
Taking Revel’s Bolero and integrating subtle layers of sound design that nods to the familiar pop culture cue of classic Kung Fu films — the campaign told three stories through music. It moved from a quieter classic feel, to one that’s more Hip Hop, and then while still Bolero — refered back to Hong Kong Ballet’s Chinese roots. Each story brings in both heritage and pop culture cues. Dancers on basketball courts, choreographed to blend fluid ballet with martial arts power; fashion that embraces trendy athletic wear; and Chinese grandmas with pompoms cheering from the stands.
The film takes the viewer on an unexpected and wildly colorful journey — from the streets of Hong Kong, to majestic Victoria Harbor, and a traditional banquet hall. Sheer beauty, gravity-defying movement and humor collide with cheeky Chinese grannies mimicking dancers, a traditional dragon with brightly colorful legs on point; and a happy emoji ending. Defiantly unconventional, this campaign defines Hong Kong Ballet: moving forward, never standing still.
About Design Army
From its Washington, D.C. headquarters, Design Army is making its mark on the world, while winning acclaim from clients and peers in the process.
The multi-disciplinary brand and creative agency has forged alliances with industry leaders and connected with global audiences. Their projects range in size and scope for clients that span across industries – from hospitality to the arts and entertainment to consumer-packaged goods and retail. Clients include, The Academy Awards, Disney, CityCenterDC, The Broadway League, The Hay-Adams Hotel, Human Rights Campaign, Jaspal, MICA, Neenah Paper, The Ritz-Carlton, PepsiCo, Smithsonian Institute, Washingtonian Magazine, and the Washington Ballet. Design Army has been featured in numerous online and print publications, including Adweek, Fastco, Huffington Post, Forbes and The Guardian. Additionally, Design Army has been recognized by the AIGA 365, ADDYs, CLIO Awards, London International Awards, ADC Global, the One Show, and EMMYs.
CREDITS:
Client: Hong Kong Ballet
Creative: Design Army
Director and Photographer: Dean Alexander
