Imagination Australia names Reg Mombassa as ambassador for 2013 Sydney New Year’s Eve

Imagination Australia has named Reg Mombassa (left) as the creative ambassador of 2013 Sydney New Year’s Eve, unveiling the sparkling theme as Shine.

With a creative slate that began with A Time to Dream by Marc Newson, leading onwards and upwards to a celebration that featured Kylie Minogue encouraging Sydney-siders to Embrace, in 2013 Imagination will partner with a true beacon in the fields of music, art and performance; : Reg Mombassa.

Imagination’s Managing Director Antony Gowthorp calls Mombassa ‘a great Australian’ someone chosen because their work ‘exudes the cheeky spirit of Sydney and all of its colourful vibrancy’=.

“Imagination is thrilled to have secured Reg for the event. Whether it is through artistic design, beloved music, or just his vibrant spirit and passion, Reg Mombassa is someone who truly shines. He is the perfect person to carry forward this theme for the 2013 event,” Gowthorp said

“As a founding member of one of Australia’s most respected bands, Mental as Anything, Christopher O’Doherty — better known as Reg — has enjoyed chart success and ARIA awards for his work. The band’s music was synonymous with beach -culture throughout the 80s and 90s, and is still considered to be some of Australia’s best from that era. Worldwide, Reg Mombassa is also known for his irreverent designs for surf wear company, Mambo Graphics, many of which later featured in the ‘Heroe’s’ segment’ for the Sydney 2000 Olympics Closing Ceremony,” Gowthorp said.

Imagination’s Creative Team is currently working closely with Mombassa to create the harbourside spectacular for 31 December. The Senior Project Team is working on everything from the event theming, design and marketing, through to all live creative aspects including; musical elements, fireworks’ soundtracks, and the much-anticipated Sydney Harbour ‘Bridge Effect’, which remains under wraps until midnight.

With his all- seeing, ever-sparkling ‘eye’ logo revealed today, all 2013 Sydney New Year’s Eve collateral will take its visual cues from theMombassa’s signature style. Best known for his cheeky characters, surreal imagery and cartoon- like action lines, Mombassa’s fresh style is etched onto the face of Australian pop -culture.

Imagination Project Director Heath Campanaro said the theme of Shine was chosen to demonstrate that Sydney is a cCity made up of a vibrant, energetic and diverse group of villages.

“Those who are led by creativity, and who share that joy to inspire the world, are people who truly shine. They radiate happiness and a contagious positive energy. The all- seeing, ever-sparkling eye symbolises one community and one shared vision to live a harmonious, stimulating, exciting life in a city that allows every individual the opportunity to look to the future with optimism,” Campanaro said.

“With Shine this year, we are determined to show that Sydney is a city of people who come together to create the greatest city on earth,” Campanaro said.

Imagination, who specialise in amplifying brands through live experiences, won the prestigious account to direct creative for Sydney New Year’s Eve in February 2011. The City of Sydney joins Imagination’s portfolio of high- profile clients including,; Ford, Jaguar Land Rover, Telstra, Shell, American Express, The Commonwealth Bank of Australia and the Royal Australian Navy.