City of Sydney

Sydney New Year’s Eve

The first-ever agency appointed as Creative Director for the project, we partnered with the City of Sydney for eight years to help more than 1.5 million people around Sydney Harbour, and 1 billion watching globally, ring in the New Year.

Share this work

New year, new benchmark

As one of the first cities in the world to celebrate the New Year, eyes are always on Sydney to set the benchmark for celebrations. From 2011, we were challenged by the City of Sydney to create a fresh theme and exciting content for its expectant local and global audiences alike.  

Year on year, we sought to enhance the experience from the previous by injecting dynamic new elements, creating enviable parties and engaging millions of viewers with stunning visuals, emotive themes, and a variety of special guest ambassadors.

Sydney New Year's Eve
1st ever
agency appointed as Creative Directors
1.5 million
attendees around Sydney Harbour
1 billion
viewers around the world
No. 1
Australian public event 
Celebrating eight years with Sydney

Each year we choose a simple theme that captures the essence of Sydney and its people - such as ‘City of Colour’ or ‘Time to Dream’, then brought each one to life through vibrant ambient media, advertising, online elements and stunning projections on the Sydney Harbour Bridge pylons.

We partnered with iconic creative collaborators, such as Kylie Minogue, Reg Mombassa, Jack Thompson and Marc Newson, delivered entertaining fireworks soundtracks, and created three parties annually for VIP guests.

Sydney New Year's Eve
Sydney New Year's Eve
Sydney New Year's Eve
Sydney New Year's Eve

//“The event is worth $130m to the economy in New South Wales” – The Guardian

Sydney New Year's Eve
Next project Major League Baseball


Major League Baseball ripped up the baseball rulebook to present a vision of the sport’s future for a European audience.