Fuzzy launches 'Field Day Makes Wonderful' campaign for Field Day 2013 via Toby & Pete
To celebrate the announcement of the massive international line up for Field Day 2013, event organisers Fuzzy hooked up with creative whiz kids Toby & Pete to launch the 'Field Day Makes Wonderful' campaign.Tapping into the insight that New Year's Day is all about starting fresh and forgetting about last year, the crew at Toby & Pete have put together a short film depicting Field Day as a machine that transforms all of the things festival goers would rather forget from 2012 into wonderful, whimsical and optimistic potential for the new year to come.
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"Cheesy New Year's resolutions aside, working on the Field Day brand was a great opportunity for us," explains Toby & Pete's Toby Pike. "It made us think about the ritual of the celebration, so we decided to take this universal insight and execute it in the most wonderful way possible. Once the direction was decided, the idea just evolved and we had a lot of fun with it."Filmed meticulously over five days, the short features a hand-built Rube Goldberg-style machine. Memorable 2012 moments such as a bi-winning Charlie Sheen, the London Olympics and the Kony campaign (among others) are fed into the machine, which, with the help of some fancy motion graphics, transforms them into a new year to remember.
Says Rochelle Livingstone, Fuzzy: "Field Day is the Sydney New Years Day Festival. For us and everyone who attends, it's all about new beginnings, friends and the promise of good things to come. The concept Toby & Pete presented to us really hit the mark and we think the campaign will help fans get into the spirit of things well before the new year kicks in. For us, it's already making 2013 a year to remember."
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