West Australian Ballet becomes ‘live and alive’ in new campaign via Meerkats for Season 2019

Meerkats has partnered with West Australian Ballet for the launch of its new season, which highlights some of the most incredible live performances that will be seen onstage in Perth, in 2019. The campaign launched last week with a completely new visual language, TV, a redesigned season brochure and an Australian-first Facebook AR feature which brings the cover of the brochure to vivid life.

Says Aurélien Scannella, internationally-acclaimed artistic director of West Australian Ballet: “Season 2019 will see intense contemporary works, the reimagining of classic tales and an eccentric family favourite performed for the people of Western Australia. Ballet is all about passion and dedication, so it’s wonderful to partner with Meerkats who are so passionate and committed to bringing these stories to life.”

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Melissa Radman, design director, said it was a fantastic chance to highlight the beauty and unique form of ballet for a new audience: “The traditional ballet set is growing and diversifying in WA, while opening up to a crowd that might not have considered live ballet in the past. We loved having the chance to reinterpret the 2019 stories with some world-class talent.”

Josh Edge, creative director, said the new campaign sought to explain the unique appeal of live performance: “Each dance performance is unique, it’s art that comes alive onstage. In this age of smartphones, Youtube and pre-packaged entertainment options, there’s still something special about that moment of being alive, in the moment, with a performance that’s happening right before your eyes in realtime. The creative platform of ‘live and alive’ has been a fun sandbox to play in.”

To see the West Australian Ballet brochure brought to vivid life, pick up a copy of the 2019 brochure and visit liveandalive.com.au on your smartphone.

Agency: Meerkats

Chief Creative Officer: Martin Beecroft

Finished Art: Ben Mills

Technical Director: Marcus Collier

Account Director: Tia Brazier

Sound Engineer: Shaun Sandosham