Beer Ballet

Ural Opera Ballet
2021

Beer Ballet

After the COVID-19 pandemic outburst, the Ural Opera Ballet needed money to carry out the concept of their new experimental ballet. The Humpbacked Horse is a classical performance modernized with a sprinkle of local vibe, gopniks* and rappers.

They launched a crowdfunding campaign, which brought in only ballet enthusiasts. But it collected just $2K.

A new audience required new approaches.

Together with Jaws, the region’s most popular brewery, we released Humpbacked Horse brand beer. A part of the profit was donated to the theatre. The crowdfunding campaign got rolling. In 2 months $80K were collected.

The ballet premiere took place in July 2021 and was a success.

All tickets sold out for the whole season.

*Gopniks are a local subcultural phenomenon, the youth of the industrial working class.

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2021
Art Directors Club Russia
Silver
Brand Experience / Promotions
Silver
Brand Experience / PR/Events
Epica
Silver
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