Play It Safe is an original song and music video created to celebrate the 50th anniversary of an Australian icon.

The Sydney Opera House is the beating heart of Australian culture; a monument to brave creativity; a building that has made an unparalleled contribution to the arts over the past 50 years.

A building like this, on an occasion like this, demanded more than a traditional ad campaign.

It was a simple, daunting brief: create a musical tribute worthy of the Sydney Opera House. (Where do you begin celebrating a House that means so much to so many?)

The task also required us to:

Nod to the past but celebrate the future.

Our solution needed to acknowledge the rich legacy of the Sydney Opera House, while also shining a spotlight on the bright future of Australian creativity.

Incorporate each of the Sydney Opera House’s resident companies:

The Sydney Symphony Orchestra, The Australian Ballet, Bangarra, The Sydney Theatre Company, Bell Shakespeare, The Sydney Philharmonia Choir, Opera Australia, The Australian Chamber Orchestra.

Make people feel like the House belongs to them.

There’s a common misconception that the Sydney Opera House is elitist, or “not for people like me.” Though whatever we created needed to be artful, it also needed to speak to every Australian.

There are two Australias.

On the one hand, there’s the enduring myth of the larrikin. The cheerful, charming iconoclast who delights in challenging convention; the modern Ned Kelly with anti-authoritarian convict blood pumping through their heart. The one who’ll never let the rules get in the way of what’s right, and who’ll break rank with a cheeky smile on their face. Bold, brave, brash. This is how Australia likes to see itself.

On the other hand, though, there’s the real Australia. The nervous, conservative country defined by the phenomenon known as ‘Tall Poppy Syndrome’. If anyone becomes too bold, too outspoken, too successful – if any poppy grows too tall – we are quick to cut them down to size. We’re suspicious, often resentful, of anyone who breaks rank or challenges convention. Though it was born of noble, egalitarian ambitions, Tall Poppy Syndrome has created a culture that encourages playing it safe and leaving conventions unchallenged.

Australia’s cultural identity is a contradiction – we’re defined by a love of boldness, until we actually see it.

We wanted to appeal to Australia’s best side by taking aim at its worst.

Inside all of us, there’s a nervous little voice begging us to play it safe. To be inconspicuous and inoffensive. To sand away any interesting little crags that people might get snagged on. To make algorithm-friendly, focus-group-approved, high-nutrient-density astronaut food. In modern Australia particularly, the urge to be an un-tall poppy is to be stronger than it's ever been.

In Play It Safe, Tim Minchin embodies the nervous inner voice, imploring the listener to toe the line and keep it simple – but all the while, winking at what’s possible if you’re brave enough to ignore it.

The Sydney Opera House was built in the face of nearly impossible odds.

In 1957, the project was awarded to Jørn Utzon, a relatively unknown Danish architect with an incredible dream but no clear plan.

By the time it was completed, the Sydney Opera House was ten years late and 13.5x over budget. It faced protests, political pressure, doubters and naysayers, and now, it stands as perhaps the most famous building in the world.

Since it unfurled its sails in 1973, the House has stood as a reminder of the power of brave creativity. It’s a glittering monument to crazy, beautiful ideas. But as modern Australia drifts towards conservatism and conformity, the House’s spirit is being forgotten.

On its 50th anniversary, we wanted to reawaken Australia’s once-great creative spirit, the defiant, reckless, boundless dreaming that led to a place like the Sydney Opera House being built in the first place.

Together with the Sydney Opera House marketing team, we worked with Tim Minchin, Kim Gehrig, Elliott Wheeler to create Play It Safe – an original song and music video celebrating the iconic landmark and its unique contribution to Australian creativity, launching on 20th October 2023.

A musical journey from nervous conformity to joyful riot, the entertaining piece features the house’s resident companies as well as performances from Sydney Dance Company, iconic Australian performers like Jimmy Barnes, William Barton, John Bell, and Elma Kris, contemporary and emerging artists like Ziggy Ramo, Kira Puru, Courtney Act, Cathy-Di Zhang and Zahra Newman, as well as performance groups like Lindy Hop Dancers and Dirtyfeet, a not-for-profit collective supporting dancers with disabilities.

The piece also weaves in archival footage and audio from 50 years of performances, protests, and cultural milestones – everything from the Pope to Iggy Pop to Spencer Tunic’s nude flashmob.

Since its release, Play It Safe has made Australians laugh, cry, and burst with pride.

It was covered widely, locally and internationally, landing 662 stories in top-tier publications across TV, radio, digital and print media.

Play It Safe achieved a total campaign reach of 1.8 billion people globally.