In 2004 the Greater London Authority wanted to create a New Year's Eve experience that would surpass previous celebrations, evoke pride and delight in Londoners and provide a 'media moment' to dominate the front pages.
It also needed to highlight the city as a strong candidate for the 2012 Olympic Games.
London Lights was the identity created by Jack Morton Worldwide for the programme of activity. The project included large-scale projections on the Shell Centre in London's South Bank including images of candles in St Paul's Cathedral, lanterns in Chinatown and theatre illuminations, and images from the London 2012 bid.
The timings were altered to incorporate a two-minute silence, in memory of victims of the tsunami.
Jack Morton created a mixed media lighting display and turned the London Eye into a giant Catherine wheel. The skyline provided the perfect back drop for the ten-minute show, with the focal point being the Eye. The display culminated in a wall of white light illuminating the embankment and Big Ben.
London Lights achieved PR to the value of £14.5m, up by 134% on the year before.
SILVER - Campaign Press Awards
DNA Productions was brought on board by Haymarket Events to create a new image for the 2005 Campaign Press Awards. The event had been running for more than 20 years and needed an overhaul and to better reflect the creative nature of the awards themselves.
As part of this, the event moved to the Old Truman Brewery in London.
There, 92 staff dressed in identical platinum blonde wigs to create a stylised 'clone' look while Purple snakeskin table decor, crystal chandeliers and gilt frames against raw brick created a bespoke party that stunned the media audience.
GOLD Agency: Jack Morton Worldwide Client COI/GLA Event: New Year's Eve: The Marking of Midnight Key Suppliers: Christophe Berthonneau; Durham Marenghi; Etc Projection; Delta Sound; Show & Event Security SILVER Agency: DNA Productions Client: Haymarket Events Event: Campaign Press Awards 2005 FINALISTS Agency: DNA Productions Client: Elton John Aids Foundation Event: Elton John's 6th Annual White Tie and Tiara Ball Agency: GSP Client: Entertainment Films Event: Phantom of the Opera World Premiere Party Agency: Sprout Event: Cuba Meets Reykjavik Summer Party