THE CHALLENGE
Sydney Airport wanted to welcome international visitors with its new SYD brand. With Christmas landing in the middle of summer, we needed an arrival experience that felt unmistakably Sydney. Less snow. More sand.
THE IDEA
We built a welcome out of the very stuff Sydney summers are made of. A giant sand sculpture brought Christmas to the beach, with Santa in boardies riding a sleigh and reindeer swapping hooves on rooftops for surfboards. After Christmas, we transformed it into a celebration of Sydney’s skyline, featuring the Harbour Bridge and Centrepoint Tower.
HOW PEOPLE ENGAGED
International arrivals got their first taste of Sydney before leaving the terminal. We partnered with Gelato Messina to create bespoke Christmas and summer flavours, adding something sweet to the sandy spectacle. Domestic travellers joined the festivities too, with a Santa crew and carollers spreading Christmas cheer and handing out chocolates.
WHAT IT BUILT
A seasonal welcome that gave the new SYD brand a distinctly local personality. Two chapters from one sand installation. And a first impression full of the sunshine, flavour and fun visitors had come to find.
