The world renowned Swedish dance collective, Cullberg Ballet wants to be relevant to a younger audience, like they were back in the 60’s. Contemporary dance can feel pretentious and complex which can result in young people feeling unwelcome, we have to talk about things that young people can relate to right now. The A$AP Rocky assault in Stockholm last summer was a hot topic world wide, especially amongst young people. Everybody felt something about it, whether it was political or just another part of pop culture. Just like contemporary dance. So we combined the contemporary with dance and made Cullberg Ballet reconstruct the A$AP assault – to show that dance can comment on current events. Cullberg, dancing the contemporary since 1967.
This student campaign titled 'THE RECON$TRUCTION' was published in Sweden in April, 2020. It was created for the brand: Cullberg Ballet, by ad school: Berghs School Of Communication. This Film medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted over 3 years ago by Art director: Johanna Landberg.
Advertising School: Berghs School Of Communication, Stockholm, Sweden
Art Director: Johanna Landberg
Art Director: Henric Lindsten
Copywriter: Saga Stemme
Copywriter: Emil Vasseur
Dop: William Wirhed