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.

Results

R10 000 raised per four-hour activation.

R1.2 million in press and media coverage.

This was a live activation done at Hyde Park Shopping Mall, Johannesburg over a number of busy weekends.