Reflection on the Challenge

For our pitch, our team developed a concept that focuses on imperfection as the main entry point to attract new audiences. Instead of presenting contemporary dance as something perfect or exclusive, we wanted to show that it is actually a space where mistakes and vulnerability are part of the process. Our idea was built around the red string concept, which symbolises connection between people. We used this to communicate that everyone belongs, not because they are perfect, but because they are human. Through a mix of online content, street activations, and on-site experiences, we aimed to create a full journey that would make people curious, emotionally connected, and more likely to buy a ticket.

Looking back at the past six weeks, I think our teamwork was strong. Everyone had a clear role, and we combined our ideas well into one coherent concept. We challenged each other’s ideas, especially in the beginning when we moved away from the idea of “belonging” and focused more on imperfection. This helped us create a stronger and more original concept. I also learned how important it is to connect research, insights, and execution clearly. Overall, I improved my ability to think creatively but also strategically, making sure every idea had a purpose.

For my personal contribution, I mainly focused on designing the posters. I created interactive posters that reflect our concept of imperfection and connection. The posters have red strings attached, which people can take with them. This makes the experience more personal and engaging, instead of just looking at an advertisement. The idea is that people take a red string with them to the exhibition, where it becomes part of a larger shared experience. This connects the offline promotion directly to the on-site installation, strengthening the overall campaign message. It is also a great way to stimulate mouth-to-mouth marketing since the ribbon will create curiosity and stimulate conversations with friends and family. Below you see the three posters that I created.