Kelly Osbourne fronts Westfield’s first campaign from new full-service STW agency Sibling
Westfield has launched its Spring Summer 2015 campaign ‘Today I Am’ fronted by former reality TV star and style critic Kelly Osbourne.
The campaign aims to break down stereotypes created in the fashion industry and advocates for individuality, using the hashtag #TodayIAm to inspire shoppers to make bold fashion choices that celebrate their personal style.
Created by Sibling, STW’s full-service agency created earlier this year for Westfield owner Scentre, an online video shows Osbourne walking through ranks of dummies pushing them over while talking about her style philosophy.
https://www.youtube.com/watch?v=CJn9EAM3djY&feature=youtu.be
Promotional material will appear on the 1,200 screens across 34 Westfield shopping centres’ Smartscreen Network, YouTube, catch-up TV, radio and integrated playlists on Spotify which will target fashion-conscious listeners during their morning routines.
Sibling’s managing director is former STW group business director Fleur Marks, while former Publicis Mojo creative direcor Michael Dole has taken the role of executive creative director,.
Sarah Cleggett, general manager marketing at Scentre Group said: “We’re so excited to launch ‘Today, I Am’ with our Style Ambassadors Kelly Osbourne and Lara Worthington both of whom never settle or stand still when it comes to fashion and beauty. ‘Today, I Am’ is about empowering shoppers who are forever curious, open-minded, and inspired to stay restless.”
Style Ambassadors Osbourne and Worthington star in a series of short films urging the consumer to embrace their unique style and present a range of ways they can use fashion and beauty to express themselves.
Osbourne said in a statement: “It’s important to have the confidence to wear what you want to wear and feel empowered to let your fashion choices evolve with your personal style.”
She added: “It’s been an honour to be a part of a campaign which speaks to the restless nature of fashion and gives the freedom to individuals to define who they are in the moment the way they want to.”
The films feature new season looks from Australian and international designers, including Carla Zampatti, Sportscraft, Cue, Wanted Shoes, Country Road, Swarovski, as well as beauty brands MAC and Aveda.
Twitter users can unlock behind the scenes footage of Kelly Osbourne for 24 hours by retweeting @WestfieldAU @KellyOsbourne and using the hashtag #TodayIAm.
Credits for the SS15 ‘Today, I Am’ Kelly Osbourne feature films:
ECD: Michael Dole (Sibling)
Creatives: Penny Buck, Sylvianne Heim, Michael Dole (Sibling), Dean Hamilton (Sibling)
Managing Director: Fleur Marks (Sibling)
Agency Producer: Jeff Edwards (Sibling)
Account Director: Belinda Wearne (Sibling)
PR Associate Director: Allison Larkin (Sibling)
PR Account Director: Sarah Hazen (Sibling)
Media Account Director: Danni Dimitri (Sibling)
Director: Darren Tieste (Inter Talent Communications)
DOP: Bryant Robinson
Editor: Chris Harvey (Invisible Artists)
Photographer: Darren Tieste
Sydney Stylist: Peter Simon Philips (Company 1)
New York Stylist: Michael Kozak
Hair: Ryan Randell (The Only Agency)
Make-Up: Denika Bedrossion (Cloutier Remix)
Creative credits for the SS15 ‘Today, I Am’ Sydney film:
Director: Gracie Otto
Stylist: Romy Frydman
Custom publishing by Bauer
Danielle Sen
Two celebrities who are only 9 years past any relevancy. Westfield are getting more up to date every year.
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Imagine if you got the copyright fees to any ‘I am..’ concept.
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No better or worse than what was coming out of Moon. But agree with the sentiment above – I’m genuinely amazed that Westfield / Scentre thinks this is good work.
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Who actually thinks Kelly Osbourne is a style icon besides Kelly Osbourne ?.
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Oh my gosh – blokes must have come up with this idea….. why why why?????
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what isn’t ‘pretty bloody cool’ is this ad..meaningless and silly nonsense
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I get it, I think Kelly Osbourne is an advocate for confidence and has her own style. It’s not for everyone, and that’s fine – that is the message Westfield is trying to give out.
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