Campaign: It’s Beginning To Look A Lot Like Christmas In Sydney

Campaign: It’s Beginning To Look A Lot Like Christmas In Sydney

The City of Sydney local government area has begun rolling out this year’s Christmas branding, in a six-week campaign that will cover the CBD and surrounds in festive spirit across the spectrum of outdoor, digital and print media.

Created by local brand and design studio, HOLT, the campaign creative centres on the clean-lines of a triangular, tree shaped identity, as the contemporary distillation of a recognisable Christmas motif. The ‘tree’ itself is further made up of hundreds of smaller, prismatic triangles in a myriad of bold, rich, jewel-like colours. As though in flux from a gust of wind, small ‘leaves’ of colour are blown from the tree shape, into its surrounds.

“The 2014 Christmas campaign will be highly visible throughout inner-Sydney via city flags,” said Christopher Holt, creative director at HOLT. “This got us thinking about how to utilise the nature of the medium to augment the creative and give it life. The notion of wind was the basis of this idea.

“From here, the visual brand we developed for Christmas in Sydney this year was inspired by the famous woodcut Travellers Caught in a Sudden breeze at Ejiri by 19th Century Japanese print-maker and artist Hokusai, and Jeff Wall’s contemporary photographic interpretation of this work, A Sudden Gust of Wind. In this case, the wind seems to physically blow the spirit of Christmas off the tree and out across the city.”

HOLT_COS_Christmas_00

The use of a palette of more the 350 individual colours was also developed with clear intent and careful thought as to how the creative could positively influence the emotional experience of being in the urban landscape of the City of Sydney during the Christmas period. Holt said the use of colour aims to create a joyful sense of celebration and a festive mood amongst city-goers.

The choice of typography was also important to the creative, explained Holt, whose studio opted to realise the ‘Happy Christmas’ messaging in Outsiders, a contemporary slab serif font designed by Henrik Kubel at A2 Type foundry in London. “It has a lightness that softens the hard edges of the tree mark, adding a sense of character and giving the identity and campaign a friendly, inclusive voice.”

The campaign, which represents the commercial activations and community celebrations of the 2014 Christmas period in Sydney, will cover the city as it rolls out across metrolights and citylights, city flags, banners, large-scale outdoor billboards, posters, print and online advertising, website, promotional collateral, experiential executions, digital applications and retail activations.

HOLT_COS_Christmas_01

Steve Howlett, head of creative at the City of Sydney, whose in-house team will roll-out the creative, says the annual Christmas brand and campaign is integral to the City’s standing as Australia’s only global city.

“The great cities of the world have Christmas experiences that makes them even more joyous destinations at that time of the year. Our annual Christmas campaigns aim to put Sydney on the global ‘festive season map’, creating strong commercial returns for business, making it a special time of year for the people who live and work in this city and drawing in visitors from around the world.”

 HOLT_COS_Christmas_03

 




Latest News

Australian Turf Club Tells Race Goers To “Expect It All” Ahead Of 2024 Autumn Racing Carnival
  • Campaigns

Australian Turf Club Tells Race Goers To “Expect It All” Ahead Of 2024 Autumn Racing Carnival

Australian Turf Club invites racing lovers across Australia to Expect It All with the launch of the latest creative campaign to highlight the racing on offer in Sydney at Rosehill Gardens and Royal Randwick. The campaign, which will officially launch ahead of this year’s Sydney Autumn Racing Carnival, highlights the wide range of incredible experiences […]

Avenue C Mixes It Up With KitchenAid Media Account Win
  • B&T Exclusive

Avenue C Mixes It Up With KitchenAid Media Account Win

Avenue C has won the media account for kitchen appliance brand KitchenAid, B&T can reveal. The North Sydney-based agency snared the media planning and buying work away from Havas. M&C Saatchi-owned Bohemia and fellow indie agency This Is Flow are understood to have been involved in the pitch, too. KitchenAid had awarded its media planning […]

West Australian Ballet Unveils 2024 Season Themed ‘The Discovery’
  • Campaigns

West Australian Ballet Unveils 2024 Season Themed ‘The Discovery’

The ballet takes us away from the everyday – a feeling that inspired the theme for West Australian Ballet’s 2024 Season ‘The Discovery.’ In partnership with VML, West Australian Ballet worked with renowned photographer Jason Capobianco to bring the sensation of the 2024 theme to life. ‘The Discovery’ concept explores how ballet takes audiences someplace […]

Icon Agency Empowers Victorian Students With UX Design Principles
  • Marketing

Icon Agency Empowers Victorian Students With UX Design Principles

Icon Agency’s Digital UX design team has partnered with Visual Communication Victoria (VCV) to provide an enriching presentation for secondary school students across Victoria. The session aimed to teach students UX design principles with a human-centred approach. Tailored for VCE Visual Communication Design students as part of their Unit 3 curriculum, the presentation focused on […]

Tracksuit Secures $20.5M To Fuel The Future Of Brand Tracking
  • Marketing

Tracksuit Secures $20.5M To Fuel The Future Of Brand Tracking

Tracksuit has announced it has raised $20.5 million AUD in Series A funding, led by Silicon Valley-based firms Altos Ventures and Footwork. Lead Image: Matt Herbert & Connor Archbold The funding marks the company’s second external investment, reaching a staggering valuation of $142.9 million AUD and achieving $9.5 million ARR in just under three years. […]

She Creates Unveils Dynamic New Approach for 2024
  • Marketing

She Creates Unveils Dynamic New Approach for 2024

She Creates has revealed its plans for 2024 with a new committee and revamped structure to support women in the creative industry. Lead image: Amy Lambert & Elise Rundell She Creates is a volunteer-run, not-for-profit organisation dedicated to inspiring, promoting and representing women in the creative communications industry of Adelaide. “As we start this new […]

Credit Union SA Partners With Local Agency, KWPX, To Say “We CU SA”
  • Campaigns

Credit Union SA Partners With Local Agency, KWPX, To Say “We CU SA”

Credit Union SA has partnered with a local South Australian integrated agency, kwpx, on a new brand campaign, ‘We CU SA,’ that highlights their love for the state. The recently launched large-scale brand campaign showcases Credit Union SA as one of the last remaining credit unions solely focused on South Australian members. The campaign captures […]

Three Major Wins For Atomic 212°
  • Advertising

Three Major Wins For Atomic 212°

Atomic 212° has continued its 2023 winning streak into the new year with the announcement of three new clients: VetPartners, Adyen and UKG. Lead image: Claire Fenner VetPartners is Australasia’s leading veterinary practice management company, with a community of 4,500 people in more than 250 practices plus training centres, a vet nurse training school and […]

Chloe Hooper Talks MOOD x Mental Health Record Attempt For Cannes In Cairns
  • B&T Exclusive

Chloe Hooper Talks MOOD x Mental Health Record Attempt For Cannes In Cairns

Cannes in Cairns revellers at the ready, we’ve got the low down on the MOOD x Mental Health First Aid Course taking place at this year’s Cannes in Cairns. The industry-first course will see attendees certified as mental health first aiders, to help colleagues manage their mental health. Chloe Hooper, the founder of Bare Feat […]

Avid Collective Nabs Niki Jones From Junkee Media As New Head Of Enablement & Operations
  • Media

Avid Collective Nabs Niki Jones From Junkee Media As New Head Of Enablement & Operations

Avid Collective has officially announced the appointment of former Scout Publishing and Junkee Media executive Niki Jones (lead image) as its new head of enablement operations. In the newly created role, Jones will be responsible for overseeing operational activities across various arms of business with a focus on partner engagement. “Niki’s appointment comes at an […]