Scentre Group Launches Westfield AW16 Fashion Campaign ‘Own Your Story’

Scentre Group Launches Westfield AW16 Fashion Campaign ‘Own Your Story’
Sally Crampton
By Sally Crampton
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Today, Scentre Group launched its national Autumn/Winter 16 fashion campaign ‘Own Your Story’ across 35 Westfield shopping centres and announced Delta Goodrem and Yaya Deng as its two new Westfield style ambassadors.

The fully-integrated campaign empowers shoppers to embrace their individuality and express themselves through style.

In two short films, ‘Own Your Story’ sees Delta and Yaya each share advice with their younger self on topics spanning fashion to self-confidence and career, based on lessons they’ve learned, told from their now adult perspective.

The campaign will launch today across earned, owned and paid channels, including website, the Smartscreen Network of 1,200 screens across 34 Westfield shopping centres, custom publishing through Bauer Media, catch-up TV, YouTube, radio, native content across various digital publications, PR, mobile video and social.

Sarah Cleggett, general manager marketing at Scentre Group said, “‘Own Your Story’ acknowledges the role fashion plays in how we express ourselves to the outside world. It’s about empowering shoppers to embrace their individuality through style.

“We have the largest range of international, local and designer retailers in our centres and online at www.westfield.com.au, so customers can shop the season’s latest looks and find fashion that tells their story.”

The campaign films include key seasonal looks from international and Australian retailers including Witchery, Kookai, Colette, Carla Zampatti, Dion Lee and Jo Mercer.

Scentre Group will launch the ‘Own Your Story’ integrated national campaign through Sibling Agency, the purpose-built, full-service agency offering established by the STW Group dedicated to the Westfield brand.

Sibling Agency creative credits for the AW16 ‘Own Your Story’ feature films:
Managing Director: Adrianne Nixon
Co-creative Directors: Sylvianne Heim & Penny Buck
Art Directors: Jennie Ko & Roberta Cicerone
Producers: Jeff Edwards & Steve Lund
Project Lead: Sarah Hazen
Group Agency Director: Jennifer Clarke
PR Lead: Allison Larkin
PR Manager: Sally Crampton
Context Director: Elliott Dale
Context Manager: Lucy Evans
Studio: Grant Hendren & Nathan Jarvis
Agency Editor: Grant Hendren

Creative credits for the AW16 ‘Own Your Story’ feature films:
Production Company: Finch

Director: Sean Kruck

Producer: Jackie Adler

Editors: The Editors

Retouching: Capture Lab

Photographer: Simon Lekias

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