Imagination Australia unveils ‘Embrace’ theme for Sydney New Year’s Eve 2012 with Kylie Minogue

Imagination Australia has today revealed Embrace – the theme and creative concept for The City of Sydney and Sydney New Year’s Eve 2012.

Led by Imagination’s general manager Heath Campanaro, New Year’s Eve on Sydney Harbour will ‘ring in’ the New Year by celebrating Australia’s spirit of love, inclusiveness and connection. The vibrant Embrace colours, bridge effect and theme are designed by Imagination’s creative team, with artistic input from Kylie Minogue.

Says Campanaro: “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.”

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Embrace is released today, along with the full suite of bright and beautiful creative assets. These include the Embrace icon, which is a swirl of coloured sails in magenta, yellow, purple, and four supporting icons that invite audiences to; Embrace Love; Embrace Sydney, Embrace Possibility and Embrace the Moment. These icons and logos will be seen on buses, banners and bus stops throughout Sydney, and also play a big part in social media later in the year.

Televised to 1.1 billion viewers worldwide, Imagination is the first agency to ever be appointed by City of Sydney to direct creative for the spectacular event. Now entering its second year at the helm of Australia’s largest public party, Imagination has this year engaged Kylie Minogue to bring her spirit to the project.

Minogue and the City of Sydney today joined Imagination in revealing the evening’s theme and logo for the first time.

Says Minogue: “I love the vibrant colours and the way it reflects all the different elements coming together to embrace the moment. It has such a fun energy about it that I can’t wait to see come alive on the night. Embrace will be the ultimate stage show with the glittering Sydney Harbour as our backdrop.”

Minogue, who was appointed by Imagination in February 2012, is considered a global pop icon. Campanaro says she joins the Imagination creative team in the role of creative ambassador in order to contribute her distinctive touch to all official proceedings.

Says Campanaro: “Working with Kylie Minogue on New Year’s Eve has been a wonderful highlight in 2012. Kylie’s image and approach to creating some of the most extraordinary shows on the planet has given us a great creative platform to build something really exciting from. Embrace is such a universally appealing theme, but it’s also so very Kylie. We are very excited to release this theme to the world after many months of work behind the scenes.”

During 2012 the New Year’s Eve creative team at Imagination have been working on event theming and design, marketing, to all live creative aspects of the event, all musical elements including the fireworks soundtracks for 9pm and midnight, and the much-anticipated ‘Bridge Effect’ that remains under wraps until the big night. Imagination also hinted at some exciting additions to the event that have never been done before.

Engaging Imagination for the 2012 and 2013, City of Sydney is seeking to take the event to new levels on the local and global stage.

Click to visit the 2012 Sydney New Year’s Eve website here. Follow the build-up to Sydney’s biggest event via Facebook here or Tweet about it by using the #NYESYD Twitter hash-tag. Click to visit Imagination’s website here.