Wunderman Thompson Perth

West Australian Ballet
"Disappearing Dracula"

Client: West Australian Ballet
Product: Dracula
Title: Disappearing Dracula
Media: Poster
Country: Australia
Date Of Campaign: 10/10/2020

Background: We found a new way to freak new audiences out in the most unsuspecting of places and get their attention. To do this we leveraged the well-known folklore that Dracula didn’t have a reflection and used it to create an immediate response.

Idea: Using flip motion effect printing placed at an optimum 37-degree angle, we made Draculas reflection disappear in the mirror - creating the illusion that something supernatural was at play.

Results: • 13,120 tickets sold in 1-day. The first time in 3years a ballet season had sold out and the quickest sell-out on record.• West Australian Ballet website traffic increased by 401%• There was a 38% increase in 18 – 39-year-old ballet attendees.• West Australian Ballet subscribers increased by 24%• Over 210,000,000 media impressions were achieved.

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