Known for being the first place to the see the New Year, this campaign celebrates the 10 year anniversary of New Zealand's biggest New Year music festival. The landscape illustrations, intersected with a roman numeral ‘X’, show the beautiful skies as day fades into night and night lightens into day. The colours of the festival are vibrant, surreal and magical. The system works across multiple channels with a strong focus on street posters and social media. The concept was extended also to include sister event, Rhythm and Alps, with a mountain range and skies graphic.