To celebrate the 40th anniversary of the Hong Kong Ballet, Design Army has created a wonderfully vibrant, neon-coloured brand campaign that reflects the passion and vision of the company’s artistic director, Septime Webre.
“Hong Kong Ballet is committed to the notion that classical ballet can be of-the-moment,” says Webre. “The new campaign positions our artists as contemporaries, with the colours drawing on Hong Kong’s extraordinary hues—both old and shockingly new. And I love the bold, graphic shapes the dancers’ bodies make in contrast to the surrounding architecture.”
Taking Revel’s Bolero and integrating subtle layers of sound design that nods to the familiar pop culture cue of classic Kung Fu films, the DC-based creative agency told three stories through music: “We move from a quieter classic feel to one that’s more Hip Hop, and then while still Bolero,” explains Design Army. “We refer back to Hong Kong Ballet’s Chinese roots. Each story brings in both heritage and pop culture cues. Dancers on basketball courts choreographed to blend fluid ballet with martial arts power; fashion that embraces trendy athletic wear; and Chinese grandmas with pompoms cheering from the stands.”
The film takes us on an unexpected and wildly colourful journey – from the streets of Hong Kong to majestic Victoria Harbor, and a traditional banquet hall. Sheer beauty, gravity-defying movement and humour collide with cheeky Chinese grannies mimicking dancers, a traditional dragon with brightly colourful legs on point; and a happy emoji ending. Defiantly unconventional, this campaign defines Hong Kong Ballet: moving forward, never standing still.