Bizarre ballet

What's up with those dancin' shoes?


advertiser: The National Ballet of Canada
agency: Leo Burnett
CCO: Judy John
CD: Israel Diaz
CW: Elle Bullen
AD: Angie Bird
interactive: Chris Gardiner
account director: Allison Cohen
planner: Steve Meraska
media agency: SMG
media planner: Kym Wyatt

The National Ballet of Canada employed Leo Burnett to promote its unconventional ballet In the Upper Room. The agency teamed up with Smak to stage interesting guerrilla executions in Toronto’s Queen West neighbourhood. They involved chalk art, ballet shoes, big red doors against buildings and its very own ‘upper room.’ Campaign elements directed consumers online to a microsite,