A large-scale rooster installation, traditional Chinese Opera performances and in-centre POS highlighting the creativity of Asian culture form the centerpiece of The Royals’ first campaign for the Queen Victoria Building, celebrating the Year of the Rooster.
The aim of the campaign is to create an exclusive, prestigious and memorable experience to entice high-end shoppers to Sydney’s iconic retail destination, using the inspiring backdrop of the Lunar New Year.
Spearheading the campaign is a four-metre-high installation of a rooster, curated by Art Pharmacy Consulting and combining the work of innovative Sydney artists, designers and makers. Standing proudly under the QVB’s historic dome, the rooster can be viewed from every level of the centre and is gathering an Instagram following with the #qvbrooster hashtag.
In-centre POS posters and banners feature six Asian-Australian models holding beautiful, live roosters and dressed in a selection of the centre’s latest fashion retailers and exclusive QVB jewellers. The imagery is also being used on the QVB’s owned channels and social media platforms.
The New Year Lunar celebrations culminated in exclusive in-centre performances of Chinese Opera and Chinese folk songs over four days from Friday 27 January to Monday 30 January, to ensure shoppers enjoyed an unforgettable cultural experience.
The Royals ECD Nick Cummins said, “The QVB offers a distinctive retail experience in a beautiful heritage building, so our work brings together that perfect blend of tradition and modernity in celebrating the Year of the Rooster – that meant offering something different to what the broader community were doing for Lunar New Year. I’m happy to say there are no paper lanterns or dragon boards in sight.”
Victor Gaspar, group general manager at Ipoh, added, “The Lunar New Year is an important retail opportunity and we wanted to give shoppers an inspiring and innovative reason to visit the QVB.
“The Royals have certainly delivered on the brief with an eye-catching campaign that is bringing the Lunar New Year occasion to life in a meaningful and lucrative way.”
Product: Queen Victoria Building
Senior Marketing Manager: Shauna Corr
Assistant Marketing Manager: Rebecca Jung
Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Senior Creative: Tommy Cehak
Graphic Designer: Anthea Wright
Integrated Producer: Rene Shalala
Strategy Director: Clare La Palombara
Account Director: Pri Patel
Account Manager: Michelle Kroger
Photographer: Milos Mlynarik
Producer: Matt Chee
Artist Collaboration: Art Pharmacy Consultancy, Reo & Co, Jeff McCann, Maker Maker Creative
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]