Today the world’s “smallest big agency” alongside one of the world’s “biggest but shortest pop stars”, released its theme and creative concept for Sydney’s New Year’s Eve celebrations.

Televised to over 1.1 billion viewers, the annual pyrotechnic extravaganza has become the global benchmark for spectacle with the City of Sydney appointing Imagination Australia to innovate and execute the creative and experiential scope of the event, in collaboration with creative ambassador, Kylie Minogue.

In the wake of designer Marc Newson’s successful “time to dream…” collaboration in 2011, Imagination’s Heath Campanaro engaged Minogue in February 2012 to

“…contribute her distinctive touch to all the proceedings.”

“Embrace” was today launched as the all-encompassing theme of the evening’s festivities.

“The theme of ’Embrace’ reflects a positive attitude of openness and connection. It’s about bringing people and ideas together to create something greater than the sum of its parts. It’s about acceptance and tolerance, the past and the future, warmth and love.” Says Campanaro.

Reflected in the vibrant creative through a suite of graphics that engage partygoers on the many facets of inclusiveness being conveyed on the evening:

Embrace Love, Embrace: The Possibility, Embrace: The Moment, Embrace: Sydney

Thematically and creatively, a sound proposal, the event is expected to draw over one million revelers to Sydney’s foreshore and will in turn earn the mantle of Austalia’s largest public party.

Imagination

imagination.com