After a £50m renovation, the brief was to attract new audiences whilst being mindful of the existing ones. The ‘Feel Something New’ campaign captured these art forms in a totally new way. Featuring performers from the Royal Ballet the photographer used a unique process, influenced by stroboscopic photography. The headlines use wit and accessible language to explain the art form. In just four weeks the campaign achieved record results, trebling awareness and increasing new visitors by 1200%.
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