The campaign comes to life, much like the ballet itself, as the TV spot shows toys seemingly coming to life upon hearing the joyful and familiar music made famous from The Nutcracker. The campaign also includes print and newspaper ads depicting a girl and a boy daydreaming about the story of The Nutcracker, email blasts and online ads as well as Miami Cit Ballet Nutcracker story readings at South Florida bookstores.
Philosophy
Bring the story of The Nutcracker to life by showing that theres a fairy tale in all of us waiting to be lived.
Problem
Miami City Ballet annually performs George Balanchines The Nutcracker. It is a favorite holiday time ballet performed around the country, but the holidays can be a stressful time with all the shopping, dealing with family, etc. But one thing we all do share is a desire to escape, forget about life for a moment and enjoy the holiday time with those we love and cherish.
Result
Brisk ticket sales and word of mouth about Miami City Ballet's Nutcracker.