In 2018 new artistic director Septime Webre took the helm of Hong Kong Ballet, facing dwindling membership, a lack of brand clarity, a city in turmoil, and perceptions that ballet was only for the elite. After successfully redefining Hong Kong Ballet’s brand last year, our goal this year — their 40th anniversary — was to establish Hong Kong Ballet as an institution of national prestige and reach new audiences with The Ballet’s vision.

To reach new audiences we knew we had to place the artistry and energy of ballet in a contemporary context. The people of Hong Kong, an ultra-modern city with a deeply historic culture, needed to see themselves reflected in The Ballet. The city would provide the perfect metaphor for ballet, a classic art form brought into the 21st century: modern culture and Chinese tradition merged into one.

Our strategy led us to a powerful idea: use the Hong Kong Ballet’s 40th Anniversary to celebrate not just The Ballet’s past, but its present and future. Blending dynamic and evocative compositions, traditional and pop-culture colors, tutus and street clothes, Chinese opera-inspired and contemporary makeup, and a backdrop of iconic Hong Kong landmarks full of history, color, and rhythm, the brand campaign photography and video simultaneously celebrate The Ballet’s heritage and put its spirit of innovation on full display. Vibrant, colorful, and optimistic, the brand campaign reaches a new audience in Hong Kong with the message that The Ballet is for all. Hong Kong Ballet, like the city itself, is “Never Standing Still.”

The “Never Standing Still” video went viral and earned more than 2 million views. Earned media exploded, with coverage from local, national, and international publications. The Hong Kong Tourism Board promoted the campaign and spotlighted the ballet as an international destination. Our work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a premiere cultural institution in Hong Kong and one of the most vital ballets in the world.