In Ukraine, statues and cultural monuments are entombed in sandbags to ensure their survival against the missiles and bombs of war. In London, the displaced United Ukrainian Ballet will take to the stage, showing that displaced Ukrainian performers cannot be defeated. The Glue Society created an art installation in London’s Covent Garden to support the world-class United Ukrainian Ballet’s production of Giselle – which was specially created for the Company by acclaimed choreographer Alexei Ratmansky. It’s a unique ballet danced on the top of a tower of sandbags. Defiant Dancer is a symbol of Ukraine’s enduring art and culture.

The Glue Society is an art and directing collective behind some of the ad industry’s most awarded experiential projects for the last 25 years. The Glue Society deliberately blurs the line between art and commerce. Their groundbreaking work encompasses multiple mediums, from the direction of installation and activation projects, entertainment and commercials, to the creation of public exhibitions and sculpture. Described by Creativity Magazine as “the experts at things which haven’t been done before,” they are recognised worldwide as industry pioneers in experiential advertising, consistently finding memorable and impactful new ways for brands to reach their audiences. They have garnered over fifteen D&AD Yellow/Graphite Pencils for both concept and craft disciplines and eight Cannes Grands Prix/Titanium Awards, along with over twenty projects achieving Gold Lion status. In addition to advertising work, The Glue Society’s original art projects have been exhibited at Miami Art Basel, Pulse New York, London Design Festival, and numerous other shows across the Americas, Europe, and Asia. Multi-award-winning brand executions include ANZ Bank’s vibrant “GAYTM” installations and “Signs of Love” outdoor campaign celebrating the Sydney Gay and Lesbian Mardi Gras; Sheba’s “Hope Reef” campaign urging coral reef restoration and environmental sustainability; and Suncorp’s “One House to Save Many” short film chronicling a quest to build more climate-resilient homes. Their work has been showcased at the United Nations Climate Change Conference in Paris, and the team is behind the groundbreaking environmental artwork “Earth’s Black Box,” currently being installed in Tasmania, Australia. Among their latest work is the TV sports show parody for Keep the Ban, a non-profit organisation that campaigns against the hunting of wildlife for sport, including the killing of fox cubs; their B&Q spot shot with an inverted camera to capture a cascading montage of objects to demonstrate the true nature of gravity; their Better Packing Co film highlighting a range of sustainable packaging made from recycled plastic pollution; and “Defiant Dancer,” a stunning installation in London’s Covent Garden created to coincide with the United Ukraine Ballet’s performance of Giselle in London, serving as a testament to Ukraine’s perseverance amid war. The Glue Society has been instrumental in creating positive change within the industry, originating and supporting initiatives that promote diversity, individuality, and education. The Glue Society is represented by Revolver in Australia and New Zealand, La Pac in France, and Biscuit Filmworks in the U.S. and U.K.