The Idea.

City Ballet of Boston’s Urban Nutcracker had been bringing the holiday cheer to the city for 25 years, and to celebrate, they wanted a campaign that brought the legacy and the uniqueness of the event to the forefront.

We created a campaign concept built to compete against the Boston Ballet’s annual Nutcracker performance, positioning Urban Nutcracker as the better of the holiday shows.

The Campaign.

We built this campaign on the idea that unlike other holiday shows, everything about Urban Nutcracker, from the diversity on stage to the backdrop of the performance, is Boston to its core.