Ben Leedham will need to approve that you worked on “Don't take their word for it” before we add you as a collaborator.
Don't take their word for it
Royal Ballet Brief to "encourage culturally engaged young people to experience ballet for the first time". “Don’t take their word for it” asks the audience to consider their response to the variety of ballet. An integrated campaign.
Phase 1. The unactivated campaign.
Advertising is no longer an invitation, but a conversation. This campaign is built on authentic views of the audience.
Phase 2 activation. iBeacon technology will notify the audience at different tube stations across London, and launch the website.
The UI will direct the audience to upcoming shows, with the animation style suggesting the kind of performance.
A continuation of phase 3, expanding the campaign into traditional media.