Hong Kong Ballet won two Special Awards with WearDance at The HKMA/TVB Awards for Marketing Excellence
[Hong Kong—22 October 2020] For its exciting WearDance marketing campaign in 2019, Hong Kong Ballet (HKB) won ‘Excellence in Branding’ and ‘Excellence in Marketing Collaboration’, two Special Awards of The HKMA/TVB Awards for Marketing Excellence from The Hong Kong Management Association (HKMA). The unique fashion-meets-ballet campaign successfully built a positive public image among consumers and advocated for mutually beneficial marketing partnerships with crossover promotional collaborations.
Ms Jersey Yuen, Assistant Head of Create Hong Kong of the Government of the Hong Kong Special Administrative Region; Ms Edith Law, Chairlady of Fashion Farm Foundation; and Ms Ellie Leung, Director of Marketing of The Mills, joined Septime Webre, Artistic Director of HKB; and Heidi Lee, Executive Director of HKB, at The HKMA/TVB Awards for Marketing Excellence 2020’s Award Presentation Ceremony held on 21 October 2020. Create Hong Kong was the Lead Sponsor of the WearDance.
Webre said, ‘WearDance was a really special project bringing a dizzying array of Hong Kong-based creative voices together to do what they do best—create. Nine choreographers and six group of emerging fashion designers made work together that activated all corners of our city. We're thrilled that their work has been recognised in this way.’
Lee added, ‘We are honoured to receive these two awards. We would like to thank Create Hong Kong, Fashion Farm Foundation, the venue sponsors, the fashion designers, the choreographers and our Hong Kong Ballet team. It's been a collaborative effort to make this project meaningful and recognised. Thank you The Hong Kong Management Association for presenting the awards to Hong Kong Ballet.’
Sponsored by Create Hong Kong, and organised by HKB and Fashion Farm Foundation, WearDance was a new creative cross-sector collaboration between fashion and ballet. From 10 November to 27 December 2019, a series of innovative site-specific ballet performances, exhibitions, talks and workshops were held at West Kowloon Cultural District, 1881 Heritage, FWD HOUSE 1881 and The Mills.
With six fashion brands, nine choreographers and over 40 professional HKB dancers, WearDance inspired the public with its innovation during the production process from dance concepts to fashion design creations, showcasing the creativity of local artists and fashion elites. The six new local fashion brands participating in WearDance were: Alex Po Ka Lam and Derek Cheng Chung Hei (fashion brand: PONDER.ER), Sun Lam Hoi Sen (fashion brand: SUN=SEN), Vincent Li Peng (fashion brand: VINCENT LI), Jane Ng Kong Wah (fashion brand: phenotypsetter), Aries Sin Mei Yuk (fashion brand: MODEMENT) and Yueng Chin (fashion brand: YEUNG CHIN). The nine well-known choreographers who partnered with the fashion designers were Helen Lai, Yuri Ng, Yuh Egami, Ricky Hu Song Wei, Leung Chunlong, Li Lin, Forrest Rain Oliveros, Jessica Burrows and Luis Cabrera (in no particular order).
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Photo 1: From left: Ms Susanna Hui, Executive Committee and Council Member of The Hong Kong Management Association, and Executive Director and Group Managing Director of HKT Ltd.; Ms Heidi Lee, Executive Director of Hong Kong Ballet; Mr Septime Webre, Artistic Director of Hong Kong Ballet
Photo 2: From left: Ms Jacqueline Wong, General Manager of Activation PR of Activation Digital; Mr Aska Yeung, Chairman of Hong Kong Multimedia Design Association; Mr Raymond Yeung, Director of Development of Hong Kong Ballet; Ms Cherry Wong, Assistant Project Director of WearDance, Hong Kong Ballet; Ms Jersey Yuen, Assistant Head of Create Hong Kong of the Government of the Hong Kong Special Administrative Region; Ms Heidi Lee, Executive Director of Hong Kong Ballet; Mr Septime Webre, Artistic Director of Hong Kong Ballet; Mr Nick Chan, Director of Marketing of Hong Kong Ballet; Ms Sarita Chan, Company Manager of Hong Kong Ballet
Photo 3: From left: Ms Cherry Wong, Assistant Project Director of WearDance, Hong Kong Ballet; Ms Edith Law, Chairlady of Fashion Farm Foundation; Ms Heidi Lee, Executive Director of Hong Kong Ballet; Ms Jersey Yuen, Assistant Head of Create Hong Kong of the Government of the Hong Kong Special Administrative Region; Mr Septime Webre, Artistic Director of Hong Kong Ballet; Ms Jacqueline Wong, General Manager of Activation PR of Activation Digital; Mr Aska Yeung, Chairman of Hong Kong Multimedia Design Association; Mr Raymond Yeung, Director of Development of Hong Kong Ballet; Mr Nick Chan, Director of Marketing of Hong Kong Ballet
Photo 4: Trophies | Courtesy of Hong Kong Ballet
Photo 5: Hong Kong Ballet Dancer: Zhang Xuening | Fashion designer: Sun Lam Hoi Sen (SUN=SEN) | Choreographer: Luis Cabrera | Photography: Lee Wai Leung | Courtesy of Hong Kong Ballet
Photo 6: Hong Kong Ballet Dancers | Fashion designer: Aries Sin Mei Yuk (MODEMENT) | Choreographer: Yuh Egami | Courtesy of Hong Kong Ballet
About Hong Kong Ballet
One of Asia’s premier ballet companies, Hong Kong Ballet (HKB) is internationally recognised as a vibrant arts institution that represents Hong Kong’s unique character. Established in 1979 and led by Artistic Director Septime Webre, HKB has a dynamic repertoire performed by nearly 50 dancers from all over the globe and award-winning education and community programmes.
With almost 50 international tours, HKB has won recognition from critics and fans both at home and abroad. Its diverse repertoire includes classic and modern masterpieces, original full-length ballets created for HKB, an interactive ballet series for younger fans and groundbreaking dance by today’s most sought-after choreographers, including Alexei Ratmansky, Christopher Wheeldon, Jiří Kylian, Nacho Duato and Trey McIntyre, among others.
HKB maintains an active schedule of community initiatives throughout Hong Kong to ensure that ballet is accessible to people from all walks of life.
About CreateHK
Create Hong Kong (CreateHK) is a dedicated agency set up by the Government of the Hong Kong Special Administrative Region in June 2009. It is under the Communications and Creative Industries Branch of the Commerce and Economic Development Bureau and dedicated to spearheading the development of creative industries in Hong Kong. Its strategic foci are nurturing talent and facilitating start-ups, exploring markets, and promoting Hong Kong as Asia’s creative capital and fostering a creative atmosphere in the community. Website: www.createhk.gov.hk
About WearDance
WearDance was a brand new creative cross-sector collaboration that connected fashion and ballet. A partnership among fashion designers, choreographers and professional dancers, the team has been inspired by the unlimited cross-sector creativity in the production process from dance concept to fashion design.
The collaboration kicked off at Hong Kong’s landmarks with fashion/dance parades. WearDance offered a series of activities, namely Fashion x Ballet Performances, Fashion on the Move Exhibition, Fashion Talks and Costume Design and Making Workshop, to engage the community and open up a wide range of possibilities of fashion and ballet. Nine well-known choreographers and six local new talented fashion brands joined forces to present stylish ballet performances and costumes to the public.
Hong Kong Ballet maintains a full schedule to promote ballet to the community. It also actively cooperates with different creative art performing units to bring different sparks to each other. One of the latest initiatives by Hong Kong Ballet, WearDance aimed to bring new horizons and breakthroughs to the concept of ‘fashion’—bringing fashion to the stage, making fashion on the move.
About The HKMA/TVB Awards for Marketing Excellence
The HKMA/TVB Awards for Marketing Excellence bestow honour and public recognition on individuals and organisations that have, through outstanding marketing programmes, broken barriers and raised the standards of the marketing profession in Hong Kong.
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Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organisers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Communications and Creative Industries Branch of the Commerce and Economic Development Bureau, Create Hong Kong, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.
Hong Kong Ballet is funded by the Government of the Hong Kong Special Administrative Region
For further information, please contact:
Nick Chan
Director of Marketing
T: (852) 2105 9716
M: (852) 9728 1777
[email protected]
Nichol Chau
Senior Marketing Officer
T: (852) 2105 9753
M: (852) 5632 1755
[email protected]
