We chose the claim “Dance against prejudice” to highlight how Tanec Praha performances comment on the most recent political and social problems through dance. This message helped us present Tanec Praha as a unique experience that can enrich any viewer.

To give the heavy themes some lightness, we took the key scenes from this year’s Tanec Praha performances and redrew them using the classical Ligne Claire technique. Each of the illustrated scenes look light and simple, contrasting with a powerful statement that explains the meaning behind the performance.

For the first time ever in the past 29 years, Tanec Praha appeared not just in culture related media, but in the mainstream as well. The campaign’s focus on social commentary sparked interest not only among long term fans but more importantly, reached even wider audience.

We chose four performances, each featuring a different social critique, and translated them into a campaign consisting of 4 posters, short animated TVCs and merchandise.

Tanec Praha is one of the most renowned dance festivals in Europe. But its audience are mainly dance enthusiasts, not the general public. Our task was to come up with a campaign that would make a wider audience interested in the festival.