#BackBlackSwan donor campaign.

Black Swan was founded on a vision of daring, creative story-telling, launching original forms of story-telling out into the world.

But for two years the WA borders have been shut, forcing them into a period of prolonged inward reflection.

With only a small percentage of their income coming from ticket revenue, the brand relies heavily on philanthropic support to achieve their ambitions.

The Brief:

With WA’s borders re-opened, and with new Artistic Director and global arts leader, Kate Champion at the helm, the brand felt a need to re-engage within the state, across borders and beyond our shores.

Black Swan required development of a creative campaign platform to motivate financial support by telling potential donors that supporting Black Swan will help create new opportunities in Western Australia’s rich and unique cultural landscape.

The Tone of Voice:

Future forward, Optimistic, Energetic, Urgent (in a good way).

The Campaign:

With rollout across both digital and traditional media, Black Swan needed a strong, impactful, shareable campaign.

#BackBlackSwan delivered a sharp hook that compels donors to back the next generation of artists and storytellers, while allowing the client to tell a series of ‘backstories’ about the entire ecosystem of jobs, skills, and extremely talented craftspeople working behind the scenes.