JAGUAR has taken its new car to the centre of Sydney, creating a light show in Martin Place to announce the launch of the its first-ever F-Pace SUV and the company sponsorship of Vivid Sydney.

The F-Pace features in a free evening light show that pays homage to Jaguar’s British heritage and will be on display for Vivid’s 23-day festival of light, music and ideas that lasts until June 18.

Vivid Sydney features many of the world’s most important creative industry forums, a free public exhibition of outdoor lighting sculptures and installations and a contemporary music program.

 

The display is interactive, with the public invited to press the Jaguar ‘start’ button to see the Jaguar F-Pace turn into a work of art.

The public is also encouraged to interpret and capture the installation with the hashtag #VividFPACE and photographers are on hand to capture their #VividFPACE moments.

The campaign to launch the SUV was developed by Jaguar Land Rover’s 50 per cent-owned global communications and marketing agency, London-based Spark 44, in partnership with Vivid Sydney’s creative director Ignatius Jones and lighting artists Spinifex.

 

Jaguar regards the F-Pace as one of its most important model launches this decade. It is the second showing of the vehicle in Australia after appearing at the Australian Grand Prix in Melbourne in March this year.

Jaguar Land Rover Australia managing director Matthew Wiesner said: “Jaguar is a car that is all about the art of performance and Vivid Sydney gives us a creative platform to present the latest expression of that DNA, the all-new Jaguar F-Pace”.

Spark 44 managing director Jasmin Bedir said: “The F-Pace is a breakthrough car for Jaguar, and that called for a breakthrough creative approach.

“This activation will (mean)thousands of views and interactions with the vehicle, coupled with the opportunity to display the vehicle in Martin Place for the three-week Vivid Sydney festival.”

By Neil Dowling