Westfield recruits Julia Morris to give its Christmas campaign a sprinkle of reality
Westfield’s 2015 Christmas campaign – the first holiday effort out of STW’s dedicated agency Sibling – looks at the stress of Christmas, from the long drive to see relatives to the urgent hunt for an extra cobweb-covered chair, through the eyes of comedian Julia Morris.
The campaign launches today, tapping into research that suggests that for many Christmas is the most stressful time of the year and for all its challenges and shortcomings, “all we see is joy”.
The use of Julia Morris brings the campaign back home for Westfield, after it last year recruited Youtube sensations Sophia Grace and Rosie to advise shoppers on their purchasing decisions.
With retailers facing serious challenges Westfield is aiming to draw shoppers into its centres with the upbeat message that still acknowledges the pressure the holiday season places on people – the pressure to choose the right presents, catering to a descending horde and the rest, connecting with family is what make sit all worthwhile.
John Batistich, marketing director of Westfield parent company Scentre, said the campaign was trying to look beyond the saccharine coated marketing so often associated with the season.
“Julia Morris is known for finding joy and laughter in the imperfect and there’s no time more so than Christmas where the fondest memories are created when things don’t go quite to plan. At Westfield, all we see is joy – joy in celebrating the real, unfiltered Christmas, which we think is perfect, just the way it is,” said Batistich.
“Like 62 per cent of Aussies, we agree spending time with friends and family is the most important thing at Christmas, but over time, performance anxiety has grown to an all-time high.”
Westfield will support the campaign with initiatives including a day of exclusive offers on December 5, a 36-hour trading “day” in select centres on December 23 and 24 and Santa pet photography.
Credits:
Managing Director: Fleur Marks / Sibling
ECD / Michael Dole / Sibling
CD / Dean Hamilton / Sibling
Agency Producer / Jeff Edwards / Sibling
Account Director / Sarah Clifton / Sibling
Business Director / Duncan Stevens / Sibling
PR Associate Director: Allison Larkin / Sibling
PR Account Director: Sarah Hazen / Sibling
Head of Strategy: John Halpin / Ikon
Media Account Director: Danni Dimitri / Sibling
Director / Scott Otto Anderson / Photoplay Films
Executive Producer / Oliver Lawrence / Photoplay Films
Producer / Emma Thompson / Photoplay Films
Photographer / Alexandrena Parker / Kitchen Creative Management
Custom publishing by Bauer
Simon Canning
Well, this is an ad that looks like what the ad industry clearly feels Australia looks like at Christmas time. 50 white Europeans with an Italian / Greek cousin. Unless it’s a tourism ad… then [insert Indigenous Australian Stereotype here]. 62% of Aussies might celebrate Xmas.
Well overdue to cast more multiculturally in every commercial. No matter who the celeb is.
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An Australian white Christmas!
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A brand that suggests it’s in tune with x% of Australian’s and completlely miss the mark on ensuring a multicultural cast? Yeah, good one.
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