[0] Nerve Launches Oregon Ballet Theatre 2000/01 Campaign; Pro-Bono Collaboration Forms New Brand Image.

Entertainment Editors

PORTLAND, Ore.--(Entertainment Wire)--Sept. 6, 2000

Local advertising and branding agency Nerve, Inc. will open its doors at its Pearl District creative shop during tomorrow's "First Thursday" festivities to introduce the new Oregon Ballet Theatre 2000/01 image campaign set to launch in coming days.

The creative team at Nerve enlisted industry contacts to donate their time and talents forming a collaborative effort to design the new brand identity for Oregon Ballet Theatre. Firedrill Design's Ken Meyer & Jeff Paul designed the overall brand theme for Oregon Ballet Theatre including a new logo, business package, as well as a web site, with the help of Eric Lepire, Nerve's IT Manager. Raphael Astorga, Astorga Studio directed the photography for the print and TV in collaboration with Jay Fawcett, Nerve Art Director. Nerve writers, Mark Radcliffe & Geoff Rogers gave the campaign its voice. Many talented individuals at 180 Films, Whipping Post, Flooded, Mission Control, Downstream and Digital One also generously provided their expertise to add the finishing touches necessary to produce spots for TV and radio of exceptional quality.

The comprehensive campaign features TV, radio, print and outdoor advertising that focuses on the athleticism and physicality of the dancers. Themed "Leaping from Tradition", the campaign illustrates the style and grace inherent to classical ballet while depicting contemporary moves that showcase the artistic and physical versatility of the Company's dancers, transcending any specific style of dance. "This campaign was conceived from James Canfield's vision for Oregon Ballet Theatre," Nerve Creative Director, Craig Opfer states, "working closely with him we were able to interpret his belief that classic ballet forms the base from which contemporary, avant-garde works are created."

The TV spots will begin airing on various television stations in early September. Participating stations have also donated schedule time to run the spots. Radio spots are currently running and outdoor creative will be featured in late September in select Portland-area bus shelters.

"The campaign shows the strength, grace, style and athleticism that equals the qualities of Oregon Ballet Theatre's artists," says James Canfield, Artistic Director of Oregon Ballet Theatre. "In our continued effort to define ballet into the next century, my hope is that this campaign will compel people to see ballet in a new light."

Nerve, Inc. is an award-winning, full-service branding agency located in Portland, Oregon. Branding the Nerve way produces breakthrough advertising to emotionally connect people to the brand creating a lasting and meaningful relationship. For more information, please visit the agency's website at http://www.nerveco.com.