Ballet x Rap x Beer. Ural Opera Ballet is Russia’s most innovative theatre. Recently they decided to experiment with Humpbacked Horse, a famous fairytale by Petr Ershov. The theatre re-invented the Mariinsky theatre’s classical performance dating back to 1912 and added a perky hip-hop vibe to it. Ballet skirts will be accompanied by striped sports suits. EK-Playaz, a legendary Ural rap band with 20-year history, will be performing on stage next to the dancers.
We have launched a crowdfunding campaign to help the pandemic-stricken theatre collect money for stage props and costume production. Local Ural brands supported the initiative, demonstrating community spirit at its best. Jaws, the region’s most renowned brewery, created two sorts of branded beer (variations of IPA and Stout) to channel part of the profit to the theatre. Voskhod’s branding department developed the beer label design in beat with the performance poster.
Igor Elsukov, co-founder of Jaws: “We are always happy to support cultural events in Yekaterinburg, especially those that are close to us in spirit. After all, we are in constant creative search at our production facilities. Street art, music, painting – we are inspired. ”
The premiere takes place on July 9–11. Jaws and Voskhod are inviting everyone to enjoy the taste of a good cause and visit Ural Opera Ballet to see the unique performance.
The new play will be an intricate merge of futurism and classics. Neon and vinyl, perky rhymes and old-style libretto, classical ballet and a Russian rap band on stage — all come together to surprise the audience.
- Agency/Creative: Voskhod Agency
- Article Title: Voskhod Agency Collaborates with Jaws Brewery to Support Ballet
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Voskhod, Yekatrinburg
- Market Region: Global
- Project Deliverables: Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: beer packaging beverage packaging label design
Brand Design Director: Vladislav Derevyannikh
Design Director: Voskhod Agency