Creative agency Imagination Australia – the first agency to be appointed by the City of Sydney to direct the creative of New Year’s Eve at Sydney Harbour – has revealed the theme and concept behind this year’s event.

The Artistic Director of the event will be Australian-born, Europe-based designer Marc Newson – considered by many to be one of the most influential designers of his generation.

Newson will work in collaboration with Imagination Australia, led by General Manager Heath Campanaro, to deliver the event, which is televised to 1.1 billion viewers across the world.

“Working with Newson on a project like NYE has been a dream come true for our creative team,” said Campanaro. “His vision and design ethos have given us a great platform to create a fresh look and feel for every element of the event, and our combined excitement for the project has been really energising.”

The theme for Sydney NYE 2011 is Time to Dream and aims to send a message of hope and optimism to all Australians.

The event logo features purple, turquoise, green and yellow. Violet represents community, peace, social stability and connectedness; blue symbolises the harbour, sky and future aspirations; green represents the environment and new growth, and yellow symbolises optimism and happiness.

“It is essentially the great Australian dream, the dream and possibility of a better life that we all share,” says Campanaro of the thinking behind the design. “We see midnight as a time for people to approach the coming year as a blank canvas.”

Imagination Australia have been engaged by the City of Sydney to creatively direct the city’s New Year’s Eve celebrations for the next 3 years.

Imagination Australia
imagination.com

Marc Newson
marc-newson.com