INVICTUS GAMES OPENING AND CLOSING CEREMONIES 2018

TitleINVICTUS GAMES OPENING AND CLOSING CEREMONIES 2018
BrandAUSTRALIAN INTERNATIONAL MILITARY GAMES
Product / ServiceINVICTUS GAMES OPENING AND CLOSING CEREMONIES 2018
CategoryA10. Not-for-profit / Charity / Government
EntrantGEORGE P. JOHNSON AUSTRALIA Sydney, AUSTRALIA
Idea Creation GEORGE P. JOHNSON AUSTRALIA Sydney, AUSTRALIA
Production GEORGE P. JOHNSON AUSTRALIA Sydney, AUSTRALIA

Credits

Name Company Position
Caleb Bush George P. Johnson SVP and Managaing Director
Anthony Bastic George P. Johnson Invictus Games Ceremonies 2018 - Creative Director
Roz Green George P. Johnson Invictus Games Ceremonies 2018 - Event Director
Alayne Taylor George P. Johnson Invictus Games Ceremonies 2018 - Executive Producer
Belinda Lightfoot George P. Johnson Invictus Games 2018 - Show Director

Why is this work relevant for Brand Experience & Activation ?

More than just a sporting event, the Invictus Games helps veterans become active and connect with the community, promote mental wellbeing, and shift public perceptions around inclusion and disability. With 500 competitors attending the games, supported by 1,000 family and friends, more than 110,000 spectators and an estimated global television audience of 30 million, the pressure was on for us to design, produce and deliver the Opening and Closing ceremonies for the 2018 Invictus Games in Sydney, in a way that would honour the spirit of the event and satisfy all of our stakeholders.

Background

Funded by the Australian International Military Games charity, the Invictus Games and the Opening and Closing Ceremonies, were for the benefit of returned servicemen and women from countries all over the world, their families, and the countries they represent who are thankful for their service. The Invictus Games harness the power of sport to inspire recovery, support rehabilitation, and generate wider understanding and respect for those who serve their country. The Opening and Closing Ceremonies were a chance to amplify this message across the globe and deliver an event that was fully accessible to everyone. At all levels these events required new thinking to deliver an equal experience on the ground to competitors, supporting partners, IPP guests (with unprecedented security), local dignitaries and supporters whilst presenting Sydney to a global broadcast audience.

Describe the creative idea (20% of vote)

While event ceremonies traditionally create entertainment spectaculars for audiences around the world, we placed the competitors at the heart of our events. That meant letting the competitors’ needs drive every decision and element of the Opening Ceremony at the Sydney Opera House Forecourt and Closing Ceremony at Qudos Bank Arena. With over 80% of competitors managing Post-Traumatic Stress, Sydney's world-renowned fireworks and special effects were off the table. Instead, we created an emotional journey of storytelling through music to celebrate the ‘unconquerable’ human spirit, including a poignant moment with a didgeridoo player positioned on the roof of the Sydney Opera House.

Describe the strategy (20% of vote)

Both the Opening and Closing Ceremonies delivered an equality of experience and therefore were fully accessible events. Our exceptionally engineered ramped stages were creatively designed to represent an indigenous returning boomerang-shaped stage whilst delivering equal accessibility to all. Accessibility was a focal point in all planning to accommodate multiple disability considerations, assistance dogs, quiet rooms and medical personnel on-hand to guarantee every single person had equal access and seamless experience. We also ensured we were following industry best practice using an Accessibility Consultant through the Department of Premier and Cabinet within NSW Government. In doing so we were able to deliver an entertaining world-class event for everyone to enjoy and one that Australia could be proud of.

Describe the execution (30% of vote)

The Opening Ceremony posed the greatest staging challenges as its outdoor setting left it completely exposed to the elements. The Opening Ceremony captured the ‘unconquered’ Invictus Spirit in a way we had never anticipated when our worst-case scenario came true and a severe thunderstorm hit the city hours before the Ceremony was scheduled to start, forcing an evacuation of the Opera House forecourt and leading stakeholders to consider cancelling the show. Our team demonstrated why we are the best in the industry when we confidently moved forward to show time thoroughly clearing water & debris, reviewing all technical equipment and ensuring stage safety to deliver a phenomenal event that was watched by millions around the globe. Behind the scenes, we calmed stranded competitors & ticket holders, prepped dignitaries, and proved confidence to the Invictus Games Foundation that the show could be executed to high standards.

List the results (30% of vote)

Research conducted two weeks after the Closing Ceremony showed 86.5% of all Australian adults were aware of the Invictus Games Sydney 2018 and 90% of those agreed the Invictus Games has the power to make a significant difference to the lives of those involved. The Ceremonies contributed to 3.6 million Australians learning more about the Invictus Games which could translate into further action and support for veterans and their families. For Sydneysiders specifically, the Ceremonies were “the most exciting’ program to take place in Sydney since 2000, when the Olympic and Paralympic Games were held". As an agency, we continue to be proud of the teams’ efforts in pulling together these spectacular Ceremonies. Throughout the program development we were always conscious that these events would impact and significantly change people’s lives and our determination to deliver that difference was life changing for our team.