Sky ’ s the limit
MARTIN FULLARD LOOKS AT THE SYDNEY SKYSHOW AND ASKS THOSE BEHIND IT WHAT THE B2B WORLD OF EVENTS CAN LEARN
T he way in which audiences engage has been under the spotlight more than ever over the last two years . Behaviours changed as the Covid-19 pandemic swept the globe and forced people into online events . But now as people emerge , the traditional audience engagement methods to which we are familiar are being questioned .
Be it conference , meeting , or brand activation , there is always one objective : to create a memorable experience . Of course , events for the general public will always have a wider appeal than B2B events , but what can be learnt ?
AGB Events is an Australia-based agency , specialising in public celebrations , iconic events and innovative digital experiences . From 1-5 January 2022 , the agency delivered the Elevate Skyshow over Sydney Harbour , as part of the city ’ s Elevate festival . The centrepiece was a mesmerising 500-drone display which lit up the sky .
The activation was led by Anthony Bastic , AGB ’ s creative director , who on his CV can also boast creative lead on Sydney Invictus Games Opening Ceremony ( 2018 ), the Melbourne Commonwealth Games ( 2006 ), the Rugby World Cup ( 2003 ), Melbourne ’ s New Year ’ s Eve celebrations , and the Sydney Olympic & Paralympic Games Live Sites ( 2000 ).
Creative activations like the Sydney SkyShow come with an obvious wow-factor for the public , but how can this creative-led approach work in a business event context ?
“ Storytelling ,” says Bastic . “ Creating a narrative is an important element of branding , it can help communicate a vision , values , and personality .
“ We partner with , engage , and collaborate with many colleagues in delivering major events and the best results always come about when we join forces with companies that believe in our vision and share our values ,” he adds .
Above : Anthony Bastic ( top ) and Katrina De Jersey
Bastic says that utilising technology creatively will play an increasingly important role in any event – not necessarily to replace a live event , but to enhance the live experience even more .
What does Bastic think is the real art behind meaningful audience engagement ; what principles must be adhered to ? “ The real art behind all our events is authenticity ,” he says . “ Being true to the principles , values and purpose of the event and your audience .
“ We don ’ t apply a cookie-cutter approach , what works at one location doesn ’ t necessarily translate into success for an alternate audience . Listening is important and allowing time for a concept to grow .”
Bastic says his approach is to reimagine ways to honour art , history , and culture , inspiring audiences with engaging storytelling . The process begins with extensive research to bring a fresh perspective to the projects , finding clients ’ stories and reinterpreting those narratives visually .
“ We work extensively with artists to craft and deliver creative concepts that resonate deeply and that give their work new dimensions and scope , using digital animation and 3D projection to create content that is
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