Sydney Olympic Park launches ‘365 Things to See and Do’ brand platform from Bastion Banjo
Sydney Olympic Park has launched its new brand platform ‘365 Things to See and Do’, in an effort to highlight the range of activities available in the area.
The campaign is the first work from Bastion Banjo since it won the creative account for Sydney Olympic Park in June last year.
The campaign will run across cinema, BVOD, online and social, and OOH at Sydney Olympic Park.
The 60 second TVC will appear in cinemas, 30 seconds on television, and five individual films covering different aspects of life in the precinct, including: sport and recreation, arts and culture, learning and discovery, community, and family and leisure activities.
Social media channels will showcase a unique experience every day, and visitors will also be invited to share their experiences online with the hashtag #365things.
It is supported by an augmented reality installation, executed by experiential agency Urban at the Sydney Olympic Park train station where a four-metre high ‘O’ becomes an interactive directory of the precinct through users’ mobile phone screens, and highlights various activities people can undertake.
A smaller AR structure will also appear at major sporting events – including the T20 World Cup, National Athletics Trials, select BBL and AFL matches and State of Origin – and concerts taking place at Sydney Olympic Park throughout the year.
Brett Morgan, Sydney Olympic Park senior manager marketing and communications, said: “Sydney Olympic Park rightfully has a reputation as the premier sports and major events precinct in Australia, but what many people don’t realise is there is another side to the place, with vast outdoor spaces, public art, over 50 dining options, playgrounds, wildlife sanctuaries and culturally-significant sites that well and truly pre-date the Olympic Games.
“Sydney Olympic Park rightfully has a reputation as the premier sports and major events precinct in Australia, but what many people don’t realise is there is another side to the place, with vast outdoor spaces, public art, over 50 dining options, playgrounds, wildlife sanctuaries and culturally-significant sites that well and truly pre-date the Olympic Games.”
Credits
Campaign
Agency: Banjo
Creative Director: Ben O’Brien
Art Director: David Jones-Hawke
Production
Producer: Johnny Greally
Director: Matt Stewart
Post Production: Heckler
Activation
Agency: Urban
AR Development: Unbnd
O design and production: Alchemy
Media
Agency: Wavemaker