Opened in late 2003, the Harris Theater for Music and Dance at Millennium Park was the first multi-use performing arts venue to be built in downtown Chicago since 1929. Today, the non-profit theater features the most diverse offerings of any venue in Chicago, hosting the city’s most acclaimed music and dance institutions as well as world-renowned national and international artists and ensembles.
This multiphase campaign was created to build momentum around Paris Opéra Ballet’s 2012 début at Harris Theater. A color palette inspired by the french flag, typographic movement, and a bold illustrative approach to photography drive the look of the campaign. Each campaign phase introduces more information, gradually unveiling the début.
The phases will appear throughout Chicago on buses, bus shelters, taxis, street banners, direct mail as well as in select guerilla marketing efforts.