4A. Build Your Own Nutcracker Doll

A. Build Your Own Nutcracker Doll: The Pacific Northwest Ballet wanted a unique campaign to highlight the second season of “George Balanchine’s The Nutcracker”—something new to replace the annual coloring contest that had been the hallmark of PNB’s promotional campaign in The Seattle Times. The Seattle Times created an innovative, interactive full-page ad for the Pacific Northwest Ballet with a unique use of print media: a “Build your own Nutcracker doll.” Featuring an original illustration by one of our in-house designers, the 7-inch paper doll embodied the ballet’s lead character in a fun and memorable keepsake that stands up when assembled. Readers displayed their versions of the finished product in their homes and offices and on social media, extending its reach.