The South African Ballet Theatre faces a perpetual lack of funding and a lack of an audience. We wanted to remind the public just how beautiful ballet can be, while also raising money for the cause.

We built a giant jewellery box, complete with a real twirling ballerina, in order to raise money. Every time money is inserted into a slot, a real dancer comes to life and performs for as long as the music plays. The message? Help keep the South African Ballet Theatre dancing.

By appealing to the little girl inside all of us, we could help both to raise funds and much needed awareness.

R10 000 raised per four-hour activation.

R1.2 million in press and media coverage.

The activation became a means through which we could get the public to experience ballet in a unique way, bringing the magic of ballet from the theatre to the people. Thereby exposing a new audience to the South African Ballet Theatre. In addition, the ballet dancers demonstrated the unique art, passion and craft of ballet, epitomising the quality of ballet the institute yields. In addition, as opposed to hosting a mundane fundraising event, the music box became a way of raising funds by offering you entertainment in return.