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Sydney Festival 2011 Sydney Festival program copy

Brief: We need you to find a tone of voice that will appeal to our broad market, while highlighting the event line-up and inspire people to participate.

Smoke & Mirrors After smash-hit seasons at Sydney Festival, Adelaide Cabaret Festival and the Edinburgh Festival Fringe in 2010, the phenomenon that is Smoke & Mirrors returns to the Festival Garden for more Spiegel-magic in 2011.

Smoke & Mirrors splices acrobatics and magic with dazzling cabaret and taut stomach muscles, creating a lavish and lyrical theatrical adventure.iOTA’s deliciously unorthodox ringmaster heads up a cast of curious characters, including a vaudevillian tap dancer, a twisted chanteuse, bouncing rabbits, a sublime aerialist, a bewitching magician and a blistering live band, for a show that’ll blow your socks off.

Abandon the everyday and let yourself be seduced by the fantastical Spiegeltent and the extraordinary Smoke & Mirrors.

The Giacomo Variations Giacomo Casanova has a reputation as one of the world’s great lotharios, but his adventures outside the boudoir were equally impressive – as writer, poet, gambler, military officer, violinist, Freemason, prison escapee and friend of royalty, popes and cardinals, as well as the founder of the French lottery.

It’s fitting then that an actor of equally exceptional versatilities, John Malkovich, will portray the life of this master scoundrel of seduction in The Giacomo Variations. Fresh from its world premiere in Vienna, this staged concert features the work of two of Casanova’s contemporaries, Wolfgang Amadeus Mozart and his librettist Lorenzo Da Ponte.

Malkovich will be joined on stage by actress Ingeborga Dapkünaité, soprano Martene Grimson, baritone Andrei Bondarenko and the Sydney Symphony, as he performs excerpts from Casanova’s 1790 memoir, Histoire de ma vie, interspersed with the music from some of Mozart’s most beloved operas – Don Giovanni, The Marriage of Figaro and Cosi fan tutte.

www.sydneyfestival.org.au

www.vividsydney.com.au

Events NSW Vivid Sydney website copy

Brief: We’d like our online content to be more than informative. It needs to get punters out on to the streets.

The world’s spotlight shines on Sydney once again as Vivid Sydney unleashes its festival of light, music and ideas across the city.

Vivid Sydney brings together large-scale light installations and projections, music performances, creative ideas, stimulating discussions and debates, showcasing Sydney as a major creative hub in the Asia-Pacific Region.

After attracting more than 200,000 locals and visitors last year, Vivid Sydney returns bigger and brighter in 2010, and, once again, kicks off with the lighting of the Sydney Opera House sails. This spectacular launch of the festival sees art and colour projected on to Utzon’s iconic sails, transforming them into the world’s largest harbourside artwork.

There are 6 events as part of Vivid Sydney:

• Vivid LIVE: A festival of music, film, theatre and visual arts co-curated by legendary rock icon Lou Reed and critically acclaimed artist and musician Laurie Anderson.

• Macquarie Visions: Sydney’s most historic city streets and buildings come alive with light at this illuminating event.

• Fire Water: This breathtaking Bollywood-inspired performance by the harbour promises to wow the whole family.

• Song Summit: The music industry’s players connect during this creative conference while our finest talent performs at Song Summit Live’s nightly bill.

• Creative Sydney: Local and global industry leaders explore the potential of our creative industries through discussion, presentation and performance.

• X Media Lab: This ‘think tank’ event brings together the world’s leading experts in creative, business and technology fields to inspire our home-grown talent.

www.cityofsydney.nsw.gov.au/artandabout

City of Sydney Art & About 2010 program feature article

Brief: Bring the story behind public art projects to the forefront of the program and encourage the community to seek out the works throughout the festival.

Public ArtOver the last fifty years, Sydney hasplayed host to intriguing, and sometimesconfronting art in public spaces, withexhibitions and installations thatmake us see ourselves and our city innew ways. Sarah Norris takes a closerlook at Sydney’s public art scene, withannual events such as Art & AboutSydney now playing an importantpart in the creative life of our city. It’s almost impossible to resist apuppy’s charm. Particularly when it’sa 12.4-metre high terrier made from abreathtaking bouquet of living flowers. Jeff Koons’ jumbo topiary toy, entitledPuppy, not only dazzled us with itswhimsy, it also told a unique story,brought art to the masses and scaredthe hell out of regular sized dogsSydney-wide. Installed in the summerof 1995/6 in front of the MCA on Sydney’s

harbour foreshore, the playful temporarysculpture still strikes a chord in the mindsand hearts of all who viewed it.Puppy was brought to our city by JohnKaldor’s Kaldor Public Art Projects, whicheach year invites celebrated artistslike Koons to exhibit in sites aroundAustralia.

This year, in addition to newKaldor projects in three states, Kaldoris collaborating with Art & About Sydney,City of Sydney’s annual celebration ofpublic art, to bring 100 photographicimages of Sydney faces to City streetbanners. This unique exhibition showsus our city in all its diversity and acts as amirror to the countless people who passthrough the city each day.

Australian Gourmet Traveller 2010 & 2011 Australian Restaurant Guide review copy

Brief: We want to direct our readers to the very best restaurants in Australia, and we want to help them get the best out of these restaurants.

Longrain: Thai In a world that celebrates all things new, Longrain’s 11-year reign at the forefront of Sydney’s dining scene is testament to the smarts of chef Martin Boetz. Well-balanced dishes bursting with flavours and textures, addictive Thai-spiced cocktails and a fun party vibe have kept the restaurant’s communal tables and bar bustling with satisfied customers.

Perhaps it’s the signature dishes that keep them coming back. The delicate eggnet, woven egg strands draped over hunks of pork and prawn, bean shoots and peanuts, and the bite-sized betel leaves are still ordered by the truckload. So, too, is the salad of organic duck breast – all crisp skin and succulent meat balanced by sweet fish sauce, tart pomelo and an ambrosial hit of ginger and coriander.

Finish with a dessert of black sticky rice, mango and banana custard and a glass of gewürztraminer from the well-realised wine list.

Lochiel House: Modern Australian Located in the foothills of the Blue Mountains, Lochiel House’s casual, welcoming dining room is presided over by co-owner Monique Maul, who, with ebullient wait-staff, delivers some of the region’s best service. It’s an ideal setting for chef Anthony Milroy’s locally sourced, produce-driven food.

An entre of fluffy goat’s cheese, parmesan and chive soufflé is delicate, while the ceviche of scallop with jamón Ibérico and finger lime, tomato and roe is silky and zesty. The house-made potato bread with olive oil and rosemary butter is a show stopper. The mains are fussier – although the edible flowers and the celeriac and Fontina millefeuille aren’t Milroy showing off; he leaves that for his desserts.

A lemon-scented bavarois is balanced with raspberries and lemon verbena syrup, and the creamy chocolate-encased mousse is a jumble of crunch, warm centres and cold ice-cream. Well worth a visit.

www.gourmettraveller.com.au

www.fredhollows.org.au

Fred Hollows Foundation Style guide copy

Brief: The style guide has to be something our staff read, not place their morning coffee on top of.

IntroductionThe aim of The Fred Hollows Foundation Style Guide is to help achieve consistency and lift the impact of published external communication material.

The Style Guide establishes and reinforces the brand, key messages and guiding principles of The Fred Hollows Foundation’s communications, outlining use of photographs, logos, writing style and sign off procedure.

What does The Fred Hollows Foundation do?Our inspirationWe are inspired by the life and work of Professor Fred Hollows (1929 - 1993), an eye doctor, a skilled surgeon of international renown and an activist for social justice. Fred Hollows championed the right of all people to high quality and affordable eye care and good health.

Our visionWe see a world in which no person is needlessly blind and Indigenous Australians exercise their right to good health.

Our workWe are an international development organisation collaborating with international partners to overcome avoidable blindness everywhere, and with organisations in Australia to realise the right of Indigenous Australians to good health.

Guiding communication principles The key to effective communication is impact. The Foundation’s strongest branding tool is the strategic and consistent use of key images, messages and documented quotes from Fred himself, as the following outlines.

Fred’s approach to communication Fred Hollows was one of the country’s great communicators. As a highly respected Australian ophthalmologist and a dedicated humanitarian, he will always be remembered as a compassionate man of action, with a charming larrikin edge, always direct in his approach.

The Foundation’s communication reflects Fred’s persona by being bold, direct and inspiring.

Sony / Yahoo!7 Events calendar

Brief: We want to launch our Sony and Yahoo!7 cross-promotional events calendar with informative and entertaining articles surrounding key events.

A feast of fashion may lead to starving

Crowds will roar when Aussie designers take to the stage, but will they still clap when bones snap? Whether you’re into cutting edge couture or street-smart threads, the crème de la crème of home-grown fashion will be unveiling its best in show at the Sydney Rosemount Fashion Festival this August.

Despite the glamour, the world of fashion has never been without criticism. After fur coats in the ’80s and the use of sweatshops in the ’90s, the hot topic in the noughties has centered on skinny models. If looking at some of the near-skeletal frames sashaying down the catwalk leaves you wondering when their last meal was, you’re not alone.

Sydney agency Big Gals Models staged a protest after the Rosemount Australia Fashion Week in May of this year, saying the fashion industry still hasn’t gotten the message that big is beautiful. Disappointed with the industry’s handling of the issue, the agency

claims not a single plus-size model has been hired for the festival.

The Federal Government recently set down regulations for the fashion industry, designed to promote healthy body image. However, compliance with the regulations is voluntary so we’re likely to still see just as much rib as couture on runways nationwide.

Australia’s Next Top Model contestant, 18-year-old Alice Burdeu, created her fair share of controversy when the 6’1”, 57.5 kilo participant appeared on the show. Critics have slammed the Foxtel network for allowing her to participate in the contest, saying her weight is sending the wrong message about body image to young girls across the country.

Concerned parents described Burde as “looking like she has come from a concentration camp” and are angry she may be seen as a role model.

Jo Scard, Strategy consultant Marketing & website copy

Brief: I’m launching my business and website and need you to define what I do and find my tone of voice. I need your words to help me brand my business.

joscard.com

Home Behind every great piece of advice stands a brilliant strategist. Enter Jo Scard.

In a new political world it’s crucial to understand the new players. Navigating the evolving political environment, Jo can anticipate government relations concerns and futurecast government and social media trends.

With her previous unique role managing complex Senate negotiations across all portfolios, Jo understands how to build a consensus across all parties and cross-bench MPs around challenging issues.

As a former senior political advisor to the Rudd and Gillard Governments and the British Labour Party, political television journalist and strategic counsel to corporates and not-for-profits, Jo understands how to achieve desired public policy outcomes and has a depth of knowledge not found elsewhere.

How it’s done

Having worked in key political roles in the UK and in Australia, Jo knows first-hand how ministers and their advisors think.

Leveraging this knowledge, Jo can deliver strategic political advice, allowing you and your business to build strong, long-term relationships with key decision-makers.

About

Jo Scard brings global experience as a strategic advisor.

In Australia she played a unique role in advising the Rudd and Gillard Governments in key strategies, managing complex Senate negotiations across all portfolios. As a consultant at world-leading public affairs agency Gavin Anderson, Jo advised domestic and offshore governments and major global corporates on complex strategic communications issues.

Virgin Atlantic Clubhouse promotion copy

Brief: We know how awesome our Club House lounge is and want everyone else to as well.

www.virgin-atlantic.com

Finding a virgin in gay Sydney is practically a mission impossible unless, of course, you’re talking about the world’s funkiest airline.

Virgin Atlantic is an expert in getting gay peeps and the straights that love them out of Oz and off to Hong Kong and London daily, aboard their fleet of über-cool aircraft.

It’s not only Virgin Atlantic’s dedicated Premium Economy Class and award-winning Upper Class that sets these guys in a league of their own. It’s that world-famous Virgin service and those small extras that make your first time and every time thereafter unforgettable.

Virgin Atlantic’s Premium Economy is perfect for those of you looking for that little bit extra. With dedicated check-in (yup, no queues), Champagne on arrival, dedicated cabin, crew and rest rooms, an upgraded meal service, a nightcap of Baileys or Scotch and a seat as big as any business class, travelling in Premium Economy is just, well, premium.

Virgin Atlantic’s Upper Class experience is fit for a queen. Between their seductive flatbeds, a freedom menu – eat what you want when you want – an on-demand entertainment system and a sit-down bar, you’ll be livin’ la vida diva all the way to the arrivals gate.

At extravagant lounges in both Departures and Arrivals at key international airports, passengers can expect to find luxury showers, massages and full breakfasts. And when it comes to their Heathrow Clubhouse, spray tans, massages, haircuts and treatments treat the body while a spa pool, an a la carte restaurant, a cinema, a roof top garden and chill-out areas soothe the soul. It’s not uncommon to feel a little sad when it’s time to board your flight!

Virgin Atlantic seriously is the only way to fly. Jump on to www.virgin-atlantic.com to find a fare that suits.

Verity Firth MP Electorate campaign copy

Brief: To deliver a community campaign with warmth, integrityand enthusiasm, that inspires people to participate.

Help us spend $300 000. You decide!

“$300,000 can go a long way with organisations that contribute to our community. Together we can decide how the money is shared.”- Verity Firth MP

how to vote

1. Log on to www.verityfirth.com.au

2. Find out more about who has applied for funding

3. Share your 5 votes across the various projects. You can give 3 votes to your favourite project.

4. Stay tuned to see how the projects benefited.

Sydney Gay & Lesbian Mardi Gras Sydney Mardi Gras guide 2010 copy

Brief: Throw some spirit fingers into Sydney’s most colourful festival.

Harbour ’10 You don’t have to be a size queen to admit Sydney is big on amazing views. This outdoor dance party along the stunning shore of Sydney Harbour leaves our international visitors speechless for a change and puts this party on the world map. DJs Wayne G, Paul Heron Paul Goodyear and Kitty Glitter are only the beginning of what’s in stall for Harbour ’10, so book early or you’ll cry till at least mid April if you miss out on this spectacular event.

Parade CarnivalGet yourself well lubricated for the Mardi Gras Party a week early with Carnival, the festival’s brand new event. Carnival kicks off after the last sequence of the parade hits the street, and swings open the doors of the Show Ring, Dome and Forum at EQ Moore Park for an after party like no other.

Pool PartyWhether you’re sporting a six pack or letting it flow naturally, a little furry or waxed within an inch of your life, the Mardi Gras Pool Party is your chance to flaunt

what you got amongst your queer peers. There will be plenty of budgies smuggled and a few low hangers in boardies for good measure, so prepare to get wet and wild at Sydney’s queerest pool party.

Fair DayThink of Fair Day as fabulously gay love child of the Easter Show and Christmas Day. This much loved community event features old favourites such as the rip-roaring Dykes on Bikes display, queer tug-of-war and of course, Doggywood for gay parents of every breed of stud and bitch. Plenty of stalls make for some excellent shopping and sensational food and early birds get to score a shady spot under a tree.

Mardi Gras Party 2010The gay mothership of dance parties is about to land on queer Sydney. Shimmy, shake and occasionally grin with gay pride as a stellar line-up of DJs (including French favourite David Guetta, Dirty’s Mandy Rollins and queer Sydney’s sexiest spinner Sveta) work the decks for your unstoppable pleasure. It’s 10 hours of partying not to be missed!

Capricorn Investment Partners Limited Financial services brochure copy

Brief: I would like to see the corporate lawn speak mowed back to its grass roots.

Who is CIPL?

Welcome. It’s great to meet youAt Capricorn Investment Partners Limited we are the first to admit the world of financial planning and investment advice can be daunting and often confusing.

Here’s our inside tip - it doesn’t have to be!We know it’s easy to get lost in what an investment company has to offer, which is why we have kept our ethos simple. We place great value on our solid reputation and are proud to be your planning partners.

That’s it. We don’t need bells and whistles to dazzle you, we simply rely on our integrity and experience as the foundation of our business, and look forward to working as your partners in planning.

We are proud to offer solid financial advice to our clients and treat our dealings with them as healthy relationships. Unlike many companies in our field, our service goes beyond your portfolio and reflects the

relationship of a true partnership. It’s something that comes naturally to us.

A great financial plan means a secure futureThink of a financial plan like a map that pin points where you are now, takes into account your current situation and gives you a strategy that will navigate you toward your goals.

While it should be written so you can achieve your financial and lifestyle objectives, it also needs to be designed in a way that can help you prepare for the unexpected. That’s why a good plan takes time to develop and is reviewed from time to time as your situation changes.

More than just a plannerWhile being your perfect planning partner is paramount to us, we also look at our clients as friends. At CIPL we treat and manage their affairs with integrity, honesty, fairness and great objectivity.

COPYWRITING As copywriters we like to blow our own horn... And it’s our business to blow yours even louder.

Whether you require website content, direct marketing material, quirky bios or even a corporate Dear John letter, we can provide customised and clever copywriting that will effectively communicate your message.

We understand that words, when used effectively, can be the backbone of your business. Which is why getting your communication spot on, first time, is as important as the quality of the product or service you represent. And let’s face it, you don’t want to blow it.

TONE OF VOICETone deaf? You can’t afford to beTone of voice is the language an organisation uses to establish its brand and character. Put simply, it’s the way your audience hears and, consequently, sees you. Without the right tone of voice even the most established company can find itself lost in translation.

After all, perception is everything, isn’t it?

ONLINE CONTENTWebsite substance over styleSure, your website may be able to stream the filmic triumphs of Akira Kurosawa in a 30-second Flash montage while triangulating the GPS location of your nearest vegan café, but are your words and communication letting you down? Are you confused by Search Engine Optimisation and how to achieve it?

Enter Copy.Over. Using our extensive copywriting and journalism skills, we can transform dull online text into elegant and witty prose and increase the volume of traffic to your website.

PRESS RELEASESTwo hats, we’ve worn them bothAt Copy.Over, we see every banal press release as a wasted opportunity. We understand how to make a press release sing and know the pitfalls to avoid - like never letting your audience slip into a PR-induced coma.

Instead, we deliver concise, delete-proof press releases that will articulate your message, sell your product and make your job just that little bit easier.

Hey - it’s the least we can do.

TEAMAndrew GeorgiouMan on the groundAndrew’s background is as eclectic as Madonna’s leotard collection. As sections editor for Time Out Sydney magazine he has written engaging product features, consumer-savvy brand reviews and fearless celebrity interviews.

Combine this with his experience in copywriting, tone of voice and company branding with Sydney-based agencies XXVI and Happy Soldiers, Andrew brings a unique edge and diverse experience to any copywriting project.

Sarah NorrisWoman in the knowSarah Norris has been reporting from some of Sydney’s most exciting newsrooms and media outlets for ten years. As associate editor for Time Out Sydney magazine and as editor of Drum Media, she has written extensively as an authority on music, entertainment and lifestyle.

She even donned a Chanel knock-off suit for the corporate media sector, The Australian Financial Review and Property Australia Magazine, as well as copywriting for B2B publications. Needless to say, Sarah knows great copy.

www.copyover.net

Andrew GeorgiouMan on the ground0405 491 523andrew.georgiou@copyover.net

Sarah NorrisWoman in the know0414 487 499sarah.norris@copyover.net

Studio 1, 94 Oxford St, Darlinghurst NSW 2010www.copyover.net