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The dancers are also the focus of WMD 2019. They are the ambassadors who directly address the audience themselves and invite them: Watch Me Dance. Over the past two years we have worked with the most diverse range of dancers – from the prima ballerina to tongue dancing – and it is precisely this diversity that we are fully focusing on in this campaign. We bring everyone into one space, push them even closer together, move in even closer. We dissolve individuality in order to become more precise. Concretely, this means: we don't show individuals, but the idea of dance as a phenomenon – what is depicted is simultaneity, differences, one movement.

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Until now the rule was: one poster = one dancer. Now the rule is: one poster = three dancers and simultaneity, differences, one movement, one sculpture, one emotion. What is shared is depicted, venues come together – that's exactly what Watch Me Dance is about: solidarity.

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In contrast to 2018, the campaign is meant to be in motion: very loud, crazy, dynamic, provocative, addressing its audience in a boastful and pleading manner, ending in a tantrum and laughter. The use of a classic, "simple" advertising aesthetic (the coving/backdrop curve) is on the one hand perfect for staging the complicated figures and complex movements sculpturally, and on the other hand allows us to do unexpected things – unheard-of, unseen, absurd things, in the sense of unforgettable. Thanks to the tidy presentation, this is accepted.

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Film, editing:
Kay Wido Meyer
Photography:
Katja Strempel
sound Design:
redwing
Danke:
Schöne Frau mit Kai