Why an Ad Agency's Creative Department Spent 2,500 Billable Hours Learning Ballet

&Co's foray into the world of dance was an experiment in sparking creativity

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As dusk fell and fairy lights twinkled on a summer evening in Copenhagen, a crowd gathered at one of Europe’s most iconic venues: the Pantomime Theatre in Tivoli Gardens.

Some spectators had spontaneously stopped at the open-air theater before the park closed, curious to see which celebrated international dancers would be performing this time. But the ballet troupe about to take the stage had no notion of how to spell “pirouette”—let alone how to do one—just six months earlier. 

The

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