ROH Ballet

Young audiences often see ballet as slow, boring or old-fashioned, when in reality it is physically intense and dynamic. This campaign was created to challenge that perception through bold one-word headlines paired with real facts about the demands of professional dance, delivered across OOH and social placements. Black and white imagery holds a traditional sense of ballet as if dancers are frozen mid-performance, while bright headline colours cut through busy environments and contrast with audience expectations. By having dancers interact with the typography, the type becomes part of the choreography. The result is a modern, surprising campaign that reframes ballet as powerful, impressive and worth experiencing live.