‘Untraditional traditions’: Emporium Melbourne takes a unique approach to Christmas
This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series.
Melbourne CBD’s luxury shopping centre, Emporium Melbourne, has unveiled its festive campaign that celebrates ‘untraditional traditions’ – the moments that make Christmas special for individuals and their families.
With the view that traditions are not one-size-fits-all, Emporium aims to reflect people’s individuality and inspire Melbournians to start their own, one-of-a-kind lore this holiday season.
TBWA’s design and branding agency Fabric led the development, production and casting for the campaign.
“The magic of the holiday season comes from the curious traditions we love, and love to hate,” said Keenan Motto, creative partner at Fabric.
“They have surprising origin stories and a surprising ability to move us emotionally.
“To have cut-through during this very busy and oversaturated holiday period in retail, we positioned Emporium Melbourne as the place to celebrate the wonderful and the weird traditions that are famously part of Melbourne’s culture.”
The work followed three local stories of people who have embraced untraditional traditions, including a nutcracker obsession, a passion for upcycling wrapping paper and a holiday drag performance.
Martine Criswick, head of brand, marketing and experience at Vicinity Centres, Emporium’s parent company, said the authenticity of the campaign connects with Melbournians greatly.
“It was vital that we delivered a strategically impactful campaign, with both an aesthetic appeal and tangible commercial outcomes,” she said.
“Our goal was to deliver an umbrella campaign that would tap into and engage with our community in a uniquely Emporium Melbourne way, whilst also delivering a platform for key tactics during this important retail period.”
The campaign is rolling out across social media with content creator engagements, EDMs and in-store.
Credits:
Creative direction: Fabric Agency
Photographer : Simon Eeles
Stylist and costume design: Juliette Whitney
Hair: Lok Lau
Makeup: Blanka Dudas
Production: Bolt Content Sydney
Influencer amplification: True North
Media buy: Nunn Media
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Christmas
Christmas23
Emporium Melbourne
Fabric
Keenan Motto
Martine Criswick
Melbourne
TBWA
Vicinity Centres
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