THE CHALLENGE

Our creative team reimagined Tchaikovsky’s classic in a modern fashion which would rouse engagement and make a memorable impression on patrons celebrating in holiday spirit. During the winter season with damp cool temperatures, our greatest challenge was encouraging the public to gather in Robson’s outdoor shopping area as it was essential that the experience drew an audience to the streets regardless of weather.

THE STRATEGY

Using state-of-the-art technology, we created a projected optical illusion of a performance paying homage to Tchaikovsky’s The Nutcracker. Closing Robson Street to traffic, and with two large screen installations, we generated authentic buzz and a share-worthy experience.

THE RESULTS

Winter’s Dance garnered publicity on over 10 publications, including the Vancouver Sun, Georgia Straight, and the Westender. Social media buzzed with engagement, generating 170+ posts for the one-night event, and hundreds came and enjoyed the performance spawning unprecedented reach and traffic for Robson Street.

Deliverables

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

Choreography by Small Stage