The Martha Graham Dance Company joins GNC on specialty retailer's 'Respect Yourself' media campaign
NEW YORK — The Martha Graham Dance Company on Tuesday announced that two of its veteran principal dancers, Tadej Brdnik and Katherine Crockett, will be featured on billboards as part of GNC's new brand campaign, "Respect Yourself." Conceived and photographed by Peter Arnell for GNC, the "Respect Yourself" campaign celebrates individuals who live well by leading healthy lifestyles.
"At GNC, we view dancers as elite 'athletes' who can inspire our consumers to live the best lives they can lead in terms of health and fitness," stated Joe Fortunato, chairman and CEO of GNC. "Our consumer is very lifestyle-focused, and this component of our 'Respect Yourself' campaign is a concrete demonstration and integral component of GNC's mission in helping consumers live their best lives. Working with the Martha Graham Dance Company has enabled us to celebrate and support the arts as well as the physical achievements made by the dancers through their own commitments to fitness and health."
"Between GNC's celebration of health and wellness and the Graham Company's commitment to the extraordinary art and physical discipline we know as dance, it was a great time to celebrate individuals of such stature in the dance world," Arnell said.
The Martha Graham Dance Company worked directly with Arnell and his team of highly acclaimed artists and technical producers to shoot and film the campaign in late 2012. Six Graham Company dancers are featured in the multimedia campaign, which includes network and cable broadcast, outdoor spectaculars, national print and digital.
A short dance film directed by Arnell will also be unveiled as part of the "Respect Yourself" campaign during the Martha Graham Dance Company's New York Season, February 20 - March 3, 2013. The short film captures the current dancers practicing, juxtaposed with the insight into the dance company as seen through the eyes of Martha Graham.
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