Westfield celebrates the weird and wonderful of the festive season in first work from whiteGREY
Westfield is giving shoppers permission to celebrate the festive season their way, no matter how weird or wonderful, in their 2022 Christmas campaign from WPP creative agency, whiteGREY.
‘There’s No Christmas Quite Like Yours’ is the first major work for Westfield from whiteGREY, with previous campaigns for the shopping centre group having been created by Sibling Agency.
The campaign showcases the magic of Christmas through the eyes of a Westfield concierge team member as she makes her way to work, with a 45 second film that will run across free-to-air and cinema, with executions also across online video and podcast. In addition, the campaign will lever the Westfield ecosystem, running across in-centre SmartScreens, social and digital channels and a comprehensive paid campaign.
Further amplification will be seen in the sponsorship of Christmas films and a partnership with Spotify, where users can create personalised Christmas playlists. A strategic earned media approach will also run across season, focusing on key calendar moments.
Amy Copley, head of content, CX strategy and content, Scentre Group said: “This year’s campaign is a lively glimpse at all the ways we celebrate Christmas, and underlines Westfield’s position at the heart of our
communities – a vibrant destination for customers to discover everything they need for a magical festive season in-centre, online via Westfield Direct, and through our membership program, Westfield Plus.”
“People are looking forward to celebrating new and old traditions with their nearest and dearest, and at Westfield, we’re excited for our customers to create memories that last both in our centres and beyond.”
Chad Mackenzie, chief creative officer, whiteGREY said: “Nothing brings families together quite like Christmas does. After two Christmases impacted by COVID we’re thrilled to present Westfield’s Christmas
campaign film which captures the essence of the silly season by showcasing some of the special traditions unique to us all, through the eyes of a Westfield concierge staff member. The film is one element of Westfield’s Christmas creative platform developed across all the brand’s key festive moments and in-centre offerings.
Credits
WhiteGREY:
General Manager: Justine Leong
Managing Partner: Olivia Kaufman
Chief Creative Officer: Chad Mackenzie
ECD: Helen James
Creative Director: Ronojoy Ghosh
Strategy Director: Maya Mausli
Group Account Director: Jayne Driver
Senior Account Manager: Tracy Trieu
Integrated Producer: Sean Ascroft
Production Company: Sweetshop
Director: Kate Halpin
Executive Producer: Edward Pontifex
Producer: Stu Giles
DOP: Kieran Fowler
Casting: Peta Einberg
Post Production: Arc
Editor: Matias Bolla
Colourist: Matt Fezz
Online: Heather Galvin
Sound Production: Massive Music
Sound Designer: Damian Waddell
Publishing: WarnerChappell
Essence:
Client Partner: Ally Kerrigan
Planning Lead: Daniel Van Wely
Associate Investment Director: Natassja Corban
Digital Manager: Rachel Seage
PR: Pulse, part of Ogilvy PR
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