Client: Westfield
AGENCY: White Grey
Service: art direction, Graphic Design
Year: 2022

Westfield SS22-23

Challenge
In partnership with InStyle magazine, whiteGrey was tasked with launching Westfield’s Spring/Summer campaign for 2023. We needed to create a platform idea for the season that would encompass Westfield Living Centres, Westfield Direct, Westfield Plus as well as social.

Idea
Westfield being a home of many brands, allows its customers to create the look and personality of whoever they want to be. It is, essentially a stage for self-expression. So we created the Spring/Summer by You platform. A 6 month campaign that drew on inspiration of influencers, style icons and everyday customers empowering them to be their own Creative Directors.

Execution
We launched the campaign in Westfield Living Centres on smartscreens, superscreens and DDIR helpdesk screens with 15s, 10s and 6s film vignettes. These featured 6 influencers. At the same time the platform idea flowed through Westfield Direct (with 90 unique pieces of content), Westfield Plus loyalty program as well as social channels with shopping and offer links.