New York City Ballet is one of the world's best dance companies. But what makes it so special?

First you have to ask yourself... Are you human or are you dancer?

 

OUTDOOR

Signage will encourage people waiting for the bus or subway to imitate the perfect poses of New York City Ballet dancers. Participants can use the #imhuman or #imdancer hashtags to share their experience on social media.

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FORTNITE SKINS

Fortnite is the biggest gaming phenomenon of 2018. The contest pits 100 players against one another to be the last standing, all of them dressed in a wild assortment of costumes. Bunny rabbits, skiers, even gingerbread men--the more bizarre the better. With a series of New York City Ballet skins, featuring real-life dancers, media outlets will be hard-pressed NOT to write about the unlikely union of gamer and ballerina (or ballerino!). 

News of the campaign will go viral. 

PLAYING CARDS

A 52-card deck focuses attention on the star power at New York City Ballet. Proof of what it means to be Dancer.