The Nutcracker Market
The Nutcracker Market was set up in 2010 by Les Grands Ballets Canadiens de Montréal. Faithful to a European tradition that is now flourishing in North America, this “must-attend” event of the Holiday Season serves to fund the activities of the Nutcracker Fund for Children.
There you can find exclusive gifts in a fairy-tale atmosphere that recalls Tchaikovsky’s ballet that has enchanted audiences for more than a century.
As partners for 7 years with Les Grands Ballets, Upperkut was in at the beginning of the Nutcracker Market, choreographing all the communications activities of this event, from developing TV, poster and print campaigns to creating original positioning lines and its distinct graphic style, not to mention designing the environment of the Market that welcomed more than 35,000 people in its last edition.
Created specifically to raise funds for the Nutcracker Fund for Children, the 2013 edition raised more than $75,000 to help children from underprivileged neighbourhoods to participate in educational workshops and attend a presentation of the Nutcracker ballet, as well as assisting in the production of the show by allowing the restoring of sets and costumes.