Here’s the Secret to Success of Ayala Avenue’s New Year’s Eve Countdown

Award-winning creative agency Secret Menu played a pivotal role in the monumental success of “Nostalgia Meets the Future: Ayala Avenue New Year’s Eve Countdown to 2024.” This event, marking 24 years since the epic turn-of-the-millennium celebration at Ayala Avenue, stands as a testament to Makati City’s enduring tradition of hosting grand-scale New Year’s Eve festivities.

Ayala Avenue's New Year's Eve Countdown

The view from the stage (Photo: Make It Makati)

The “Nostalgia Meets the Future” theme took attendees on a musical journey weaving the nostalgia of the original celebration in 1999, and seamlessly connecting it to the energetic performances of P-Pop sensation SB19, Sponge Cola, Al James, Gab Pangilinan, and Myke Salomon. Asia’s Songbird Regine Velasquez, back on the same stage she first graced in 1999 for the Millennium countdown, came full circle, captivating partygoers and delivering an unforgettable performance. 

Secret Menu’s involvement elevated the event to a global scale by orchestrating a livestream— expanding the celebration’s reach and engaging audiences beyond physical boundaries that included revelers at home, out-of-town enthusiasts, and homesick Filipinos abroad. Aside from the 130K on ground attendees in Makati’s Central Business District, the livestream generated 330K views and helped the event reach 4.7M people across social media platforms. 

The Secret Menu team working to bring Nostalgia Meets the Future 1

The Secret Menu team working to bring Nostalgia Meets the Future: Ayala Avenue New Year’s Eve Countdown to 2024 from the stage to screens around the world. (Photo: Polo Boado)

The successful collaboration likewise deepened Secret Menu’s partnership with Ayala Land and Make It Makati, which started through the annual holiday showcase “Festival of Lights” at the Ayala Triangle Gardens. 

“This event showcased Secret Menu’s adaptive prowess, bridging nostalgia with the cutting-edge demands of the future” said General Manager Bianca Balbuena, highlighting the agency’s capacity to provide event and live landscape management aside from branded content. “We are eager to be of service to new partners looking for creative suppliers to take their content and experiences to another level.”

Secret Menu likewise co-directed a 4-day pre-show timelapse video courtesy of creative director Ernest Gatpandan III. The video documented the New Year’s Eve countdown event as it was being built from the ground up. It has had more than 170K views to date. 

Ayala Avenue's New Year's Eve Countdown

Crucial offstage work to bring the event to as many spectators around the world as possible. (Photo: Polo Boado)

For those seeking visionary creative solutions, Secret Menu’s diverse portfolio of services offers Branded Content Solutions (TV, Digital), Commercials (TV & Digital), AR & 3D Executions, Event Coverages and Livestreaming, Music Videos. You may visit their Instagram (@studio.secretmenu) and YouTube (https://www.youtube.com/@studio.secretmenu) to see their body of work. You may also email at secretmenu@kroma.ph.