THE CHALLENGE

Our task was to encourage the public to gather in Robson’s outdoor shopping area during Vancouver’s damp, chilly December weather. It was essential that the event drew a large audience regardless of the cold; and they wanted a fresh, engaging spectacle that had never been seen here before that would generate press coverage and social sharing.

THE STRATEGY

We closed Robson Street to traffic, and with state-of-the-art technology created the optical illusion of a live performance paying homage to The Nutcracker. It reimagined Tchaikovsky’s classic ballet in a modern, immersive fashion that holiday patrons could not ignore. On large, projected installations shoppers witnessed a graceful professional ballet recital that generated authentic buzz, festive goodwill, and a very share-worthy experience for shoppers and Vancouver media.

THE RESULTS

Winter’s Dance garnered publicity in over 10 publications, including the Vancouver Sun, Georgia Straight, and the Westender. Social media buzzed with engagement, generating nearly 200 posts for the one-night event. And hundreds came to enjoy the performance spawning unprecedented awareness and traffic for Robson Street. Now, our clients were the ones dancing.

Deliverables

• Marketing Plan
• Concept Development
• Video Animation & Live Action
• Print & Digital Collateral
• Experiential Event
• Public Relations

Choreography by Small Stage