The City of Sydney has announced its creative line-up for 2015 Sydney New Year’s Eve, including a new look and theme for Australia’s largest public event, conceived by creative agency, Imagination.
The Sydney Harbour Bridge will be the focal point of this year’s celebrations, while the new ‘City of Colour’ theme will showcase Sydney’s colours, diversity and young talent.
The ‘City of Colour’ theme and logo harnesses local flora, fauna and the stunning harbour itself as creative inspiration for the world’s most-loved New Year’s Eve celebration.
The Sydney Harbour Bridge itself is this year’s ‘Bridge Effect’. The famous landmark will see an extra 2,400 fireworks launched from its coat-hanger structure this year to create the largest Sydney Harbour Bridge pyrotechnic display ever. Combining with lighting effects, and full-height projections on the eastern face of the Harbour Bridge pylons, 2015’s effects are set to be the most impressive yet.
Building on its commitment to nurturing local creative talent, City of Sydney has offered the bridge pylons as a creative canvas to up-and-coming artists, Romance Was Born and Province Studios – both graduates of the City of Sydney’s ‘Creative Spaces’ program.
In addition to full creative responsibilities for 2015 Sydney New Year’s Eve, Imagination has worked closely with Telstra and the City of Sydney to offer innovative 360 degree online video footage of the event and a dedicated App. The App will allow users to stream the fireworks on-the-go, provide tips on good vantage points and offer a free SMS service to bundle and send New Year’s texts just as the clock hits midnight.
As Imagination enters its fifth year as creative agency behind Sydney New Year’s Eve, director Heath Campanaro said continuing to raise the bar in 2015 was essential to showcasing Australia as a global seat of innovation.
“Iconic events always present exciting cultural opportunities, and even for something as internationally treasured as Sydney New Year’s Eve, local expertise remains key to creating an experience that reflects the vibrant and unique culture Sydney is famous for,” he said.
“This year’s emphasis on young local talent has seen fashion designers Romance Was Born and graphic designers Province Studios working on a number of pieces of creative content for the night. It’s also given Imagination a chance to show off one of our youngest creatives, with designer Madeline Chew Lee being instrumental in the vision and realisation of this year’s creative approach.”
“Additionally, our work with Telstra on the live online streaming and App points to the innovative technology that forms the basis of Imagination’s approach.”