'Good Company'- a campaign for the Royal Opera House as a submission for the YCN awards. The brief was to encourage culturally 20-30 year olds to attend ballet for the first time. The campaign focuses on the research insight that 20-30 year olds feel they don't feel they fit into the current audience for ballet, so are reluctant to attend. The campaign would feature targeted posters, a social media 'scavenger hunt' and experiential advertising in city centres.

The experiential advertising would work as a 'music box'. Members of the public would be invited to turn the key to 'wake up' the ballerina and get her to dance when the music played. This would create social media buzz and create brand recognition for ROH.