As the leaders in retail, our opportunity was to show that Westfield is much more than just a place to purchase the latest products. Westfield’s products, services, experiences, retailers, and partners have all been carefully curated to meet the ever evolving needs of our customer. Whether it’s the things you need (the groceries, the back-to-school supplies, the last-minute formal dress), or the things you love (a place to catch up with friends, a place to be entertained, a place you’ll find the perfect mani pedi), Westfield has been carefully designed for the rhythm of life.
Made for life became our seasonal platform, excluding key brand campaign moments such as Christmas and Mother’s Day. This platform enabled us to highlight how Westfield is made for life in the context of key seasonal trends. To ensure relevance, our ‘Made For’ tagline flexed to fit with an overarching insight and trend of the moment.
The platform was launched in 2020 with a TVC campaign. The subsequent seasonal campaigns followed. With content each season spanning across paid, owned, earned and social channels.
MADE FOR FAMILIES - LAUNCH
Client: Westfield
AGENCY: SIBLING
Service: art direction, Graphic Design
Year: 2021 - 2022
MADE FOR WINTER WANDERING - 2021
After a very indoorsy 2020, the thought of another winter cooped up inside doesn’t sound too tempting. So for Westfields’ 2021 winter campaign, we decided to acknowledge the fact that we’re very much done hibernating. Netflix and chill is out. Winter wandering is in. (And as luck would have it, so are some pretty swish-looking teddy coats).
MADE FOR SPRING OUT OF THE BOX - 2021
We set out to inspire our customers with a celebration of the colourful and the unconventional. Encouraging them to leave their WFH wardrobe at home and embrace their creative side, having fun adding a little, or a lot, of new vibrancy to their Spring. Even the production had to be a little ‘out of the box’, executing the entire shoot and 700+ assets amidst Sydney’s lockdown. Working with influencers as talent, in this social first campaign, we were able to flood our audience’s feed with the latest trends and inspo.
