Sydney Opera House invited to ‘shine’ this 2013 Sydney New Year’s Eve via Imagination

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Group pic of Imagination AustraliaIn a glittering 2013 Sydney New Year’s spectacular, Imagination will help revelers feel even closer to the action, by doubling the size of the Sydney Harbour Bridge Effect and launching fireworks from the Sydney Opera House roof via Imagination.

Working with creative ambassador Reg Mombassa – a true Australian creative icon – the 2013 show Shine, features bigger live effects and more ways to engage online.

With his all-seeing, ever-sparkling ‘eye’ logo now revealed 2013 Sydney New Year’s Eve will be a colourful event. All marketing collateral will take its visual cues from Mombassa’s signature style.

Best known for his cheeky characters, surreal imagery and cartoon-like action lines, Mombassa’s fresh style is deeply etched onto the face of Australian pop culture. The theme of Shine was chosen by Imagination to demonstrate that Sydney is a city made up of a vibrant, energetic and diverse group of villages.

Says Antony Gowthorp, Imagination’s managing director: “In 2013 Imagination is proud to help the City of Sydney make the event even more dynamic and engaging than ever before. Telstra has refreshed its brilliant App for those attending the event and added a 4-hour live broadcast on YouTube that will stream live on the night.

“We have also reinstated the Sydney Opera House as a launch pad for fireworks and collaborated with our extraordinary lighting director Mark Hammer to double the size of the Sydney Harbour Effect.”

Imagination says the Sydney Harbour Bridge Effect, which is traditionally a source of great excitement, will this year give punters even more to talk about.

Says Heath Campanaro, Imagination director: “The effect itself is 36 metres tall, which is roughly the same height as a twelve-storey building. It will run across the bridge for 72metres which mean this year our bridge effect will be as long as a Boeing 747-400.

“Our creative team has spent the last 10 months working closely with Reg Mombassa to create every detail of the harbourside spectacular for 31 December and we can’t wait for the big reveal.

“Our senior project team works on everything from the event theming, design and marketing, through to all live creative aspects including musical elements and the fireworks’ soundtracks.”

Imagination, who specialise in amplifying brands through live experiences, won the prestigious account to creatively direct Sydney New Year’s Eve in February 2011 and has worked with creative ambassadors Marc Newson, Kylie Minogue and Mombassa over the past three years.

Imagination has successfully defended its role as creative director in a highly competitive tender, and is proud to hold the creative reigns of the event for another 5 years.

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.

(Pictured L-R: Heath Campanaro, Troy Graham, Reg Mombassa, Kate Anderson, Lisa Taylor and Adrian Goldthorp)