Image Credit : Sky Monkey
Project Overview
The core mission of this project was to exuberantly celebrate iconic Australian sportswomen while infusing the entire city with an electrifying surge of excitement in anticipation of the Women's World Cup taking place in Australia and New Zealand in 2023. This audacious objective sprung to life through the creation of larger-than-life, high-impact, and unequivocally inspirational art installations that boldly adorned some of Sydney's most impressive facades to bring Adidas' vision to life. The result was an unforgettable impression of exhilaration and jubilation etched into the cityscape.
Project Commissioner
Project Creator
Team
Scaffad
Experient
Never Sit Still
Habitat Media
Essence Mediacom
Project Brief
Harnessing the iconic backdrop of Sydney's picturesque harbour and bustling streets, the project set out on a mission to set the city ablaze with anticipation for one of the most exhilarating sporting spectacles to grace our nation in decades.
Nestled at the base of the majestic Sydney Harbour Bridge, the graphics had no choice but to seize attention from every conceivable angle. With a staggering daily audience of over 200,000 passing cars and a constant stream of pedestrians and cyclists converging from all corners of the city, our canvas was nothing short of iconic.
Project Innovation/Need
At its core, the project was not just a demonstration of technical expertise and efficiency; it represented a pioneering approach to community engagement. It celebrated Australia's shared passions and ignited an unprecedented sense of pride in our nation's achievements. What it truly exemplified is the profound potential of large-scale art installations to leave an enduring impact on society. These installations possess the unique power to unify communities, transcending barriers, and fostering a deep sense of collective pride and unwavering inspiration that resonates far beyond the project's completion. Connecting people, place, and passion into a collective identity,
Design Challenge
The sheer scale of this project was truly awe-inspiring and marked a historic milestone in the realm of graphic projects in Australia. With immense pride, the team introduced an expansive installation that sprawled over a vast expanse of 2700 square meters of printed film. The meticulous trimming process alone spanned an astonishing 5.9 kilometers.
This monumental endeavour entailed the creation of nearly 1100 individual graphic drops, each a piece of the larger masterpiece. Rigorous planning and execution were not just important but absolutely paramount to ensure the of the campaign was brought to life. Every facet of the project, from the development of comprehensive risk mitigation strategies, maintaining clear and efficient communication with key stakeholders, to the tiniest intricacies such as the production and packing process, were choreographed to perfection.
Effectiveness
The project's outcome was nothing short of remarkable. It triumphantly achieved its primary goal by celebrating and promoting iconic Australian sportswomen, with Mary Fowler and Caitlin Foord standing tall as potent symbols of inspiration. They represented the extraordinary talent and unwavering determination of female athletes, capturing the hearts and minds of everyone who encountered their larger-than-life presence in the city.
From a technical standpoint, the project redefined the standards for graphic installations in Australia. Its monumental scale, meticulous precision, and unwavering commitment to safety and quality standards showcased the dedication and expertise of the entire team. It stood as a testament to what could be accomplished when visionary ideas were combined with innovative techniques and a shared commitment to pushing the boundaries of what's possible.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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