Imagination brings ford’s new brand strategy to life at vivid Sydney
Now this is creative thinking when it comes to aligning brand strategy and company vision.
“Aptly named ‘Freedom of Movement’, the installation draws inspiration from Henry Ford’s vision to “change the way the world moves” by fusing colour, light, sound and motion to showcase Ford’s ongoing commitment to ‘Go Further’ and inspire the future of mobility.”
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By B&T MAGAZINE
Leading experience design agency Imagination Australia has unveiled a landmark, multi-sensory installation for Ford Australia at Vivid Sydney 2017.
Designed to bring Ford’s global brand strategy to life, the experience in the heart of Sydney Harbour is the centrepiece of Ford Australia’s partnership with Vivid Sydney.
The partnership also includes two future-facing innovation panels presented by Ford at the Vivid Ideas Exchange.
The interactive light installation is five giant illuminated swings that create a sound and light show.
With both interactive and autonomous modes, the kinetic light show allows Vivid Sydney guests to engage with the installation and create their own art, or stand back and enjoy a display where each swing is suspended at its limit before they all orbit together in a choreographed performance.
Aptly named ‘Freedom of Movement’, the installation draws inspiration from Henry Ford’s vision to “change the way the world moves” by fusing colour, light, sound and motion to showcase Ford’s ongoing commitment to ‘Go Further’ and inspire the future of mobility.
Ford Australia will also take centre stage in two Vivid Ideas sessions, further exploring the Freedom of Movement narrative by focusing on the global mobility revolution and examining the innovation imperative.
Ford Australia’s director of communications, Martin Gunsberg, said: “Engaging with both Vivid Light and Vivid Ideas created the perfect opportunity for Ford to showcase its ambitions to the nation.
“Both the installation and panel sessions will let the people of Sydney explore the direction Ford is taking in to the future and engage with our vision of the ‘Freedom of Movement’.
“It has been wonderful working with Vivid Sydney and Imagination to bring our ideas to life. The innovation mindset of both organisations has helped us create a spectacular kinetic light show that combines the wonder of motion with our focus on mobility, taking the humble swing beyond anything we could ever have imagined.”
Imagination’s business director for Melbourne, Georgina Crichton, said: “Vivid Sydney was the perfect platform to share Ford’s vision for the future.
“Ford has an innovative approach to meet the rapid pace of change in the world, and Vivid Sydney has a reputation for showcasing creativity, innovation and progressive design, so it’s the perfect partnership.
“We wanted to harness the synergy between Ford’s fresh brand identity and Vivid Sydney’s vibrant buzz by creating an experience that pushes the boundaries of public engagement.
“Everyone working on the project has been swept up in the vibe, which speaks wonders for the work Ford and Vivid Sydney do to inspire the public and start meaningful conversations.
“Mobility is one of the most exciting areas of human innovation, and Ford’s presence at Vivid Sydney underscores their enduring leadership in the space.”
Vivid Sydney creative director Ignatius Jones said: “At Vivid Sydney, we explore the creative space where art and technology intersect and Ford’s ‘Freedom of Movement’ installation encapsulates this concept.
“With the spectacular backdrop of Sydney’s most iconic landmarks, it’s set to be a real highlight of this year’s festival.”
The Freedom of Movement installation will be displayed every evening from 6pm to 11pm at Hickson Reserve as part of the Vivid Sydney Light Walk until 17 June 2017.