Embrace. City of Sydney


Embrace. City of Sydney

For the second year running, Imagination brought colour and spectacle to Sydney’s New Year’s Eve celebrations.

Sydney is the torch bearer for New Year festivities around the world. Our challenge was to develop a creative theme for the 2012 New Year’s Eve celebrations that would inspire and involve Australia and capture the imagination of a global audience – as well as introducing a new creative ambassador and elevate the event beyond all previous years.
New Year’s Eve is a night where people unite to celebrate the memories of the past year and embrace the future possibilities of the coming year, and at midnight embrace the people that they love.
2012 began by securing one of the world’s most iconic stars, Australian pop princess, Kylie Minogue, as our creative ambassador. Our theme of ‘embrace’ encapsulates the diversity, inclusivity, fun and spirit of Australians and we set about creating an event to capture Kylie’s unique essence. Taking cues from Kylie we created the design, logo, colours and shapes of the fireworks displays, midnight soundtrack and bridge effect.
Imagination orchestrated all ambient media, event advertising and Harbour entertainment including the Lord Mayor’s party, Dawes Point Viewing Area party and the Lord Mayor’s Picnic.
To ensure public participation in the event we partnered with Telstra, the Australian telecommunications leader, and designed for them a free official New Year’s Eve Smartphone App. The App offered five main pieces of functionality. The timeline listed all the events taking place around Sydney Harbour. The constant ‘twitter- like’ feed included information about venues that were filling, messages from celebrities, and even public service announcements. The ‘four colour moments’ was the most innovative piece of functionality, with the app at four different timings during the evening, automatically syncing Smartphones with lights and fireworks around the harbour. Another interactive feature of the app was the ability for users to send messages of goodwill which were projected on the pylons of Sydney Harbour Bridge for all to see. Click here to read more about the app. 
Working closely with the City of Sydney we were tasked with gaining worldwide media awareness of the event.

  • The Lord Mayor of Sydney proclaimed the 2012 New Year’s Eve celebrations the best to date.
  • Over 1.5m people saw the show live around Sydney Harbour, with a further 2.7m watching from their homes in Australia.
  • The New Year’s Eve smartphone app received 74,436 app downloads, reached #2 in iTunes App Store And enjoyed over 1m  minutes of interaction on New Year’s Eve.

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