CANNES, France (22 June 2016) — Interbrand and the Sydney Opera House have been awarded a prestigious Cannes Lions Gold award at the 63rd Cannes Lions International Festival of Creativity for their work on “Shifting Perspectives,” a new brand identity launched late last year by the world-famous performing arts centre.
At the heart of the Opera House’s brand renewal is a unique 3D sculptural typography, which has been awarded the Gold Lion. The overall project also took home a Bronze Lion in the rebrand category at the global awards held in Cannes, France this week.
Sydney Opera House CEO Louise Herron AM said: “When we began the Brand Renewal project in 2014, we wanted to fuse the Opera House’s past, present and future into a compelling identity. We recognise the important role we play in shaping culture – the way Australia sees itself and how the world sees Australia. We needed a brand that was as bold and inspiring as the building itself and that unified the vast array of experiences available at the Opera House, from classical music, opera and dance to contemporary music, talks and ideas, fine dining and creative learning. The Cannes Lions Gold and Bronze awards are a wonderful recognition of the creative and collaborative work that went into our brand renewal and its power in opening the Opera House to more people everywhere.”
Interbrand Australia’s CEO Kieren Cooney noted: “More than anything else, this Cannes Lions Gold win is a testament to the collaborative nature of our partnership with the Sydney Opera House. The teams had a shared vision and ambition from the very beginning—that art, ideas and imagination hold the power to transform not only individuals, but entire nations. This belief fuelled all areas of the brand’s development. All elements of the identity were driven directly by the architecture of the building itself, so it not only feels authentic, but there is also a sense of permanence—that it’s always been there. Being an entertainment venue, we needed to create a brand that would be a vessel to hold and promote a broad array of content – all the shows and experiences available at the Sydney Opera House – while still being an inspiring and authentic celebration of the place itself. To do this we created assets that would interact with and complement the content of the shows in ways that reflect the architecture of the building. Just as the performances themselves are an interaction of the artist and the place of performance.”
The renewed brand was launched late last year and will be rolled out by the Sydney Opera House throughout 2016. Further information available here.