Westfield Launches Christmas Campaign With whiteGREY

Westfield Launches Christmas Campaign With whiteGREY
B&T Magazine
By B&T Magazine



Westfield has launched its new Christmas campaign with whiteGREY on creative duties.

Titled “There’s No Christmas Quite Like Yours,” it celebrates the universally weird, wonderful, and indulgent things that you can only get away with at Christmas.

The campaign follows a Westfield concierge team member as she makes her way to work, soaking up the joy and energy as those around her fulfil their Christmas traditions.

Amy Copley, head of content, CX strategy & 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.”

“Nothing brings families together quite like Christmas does,” added Chad Mackenzie, whiteGREY’s chief creative officer.

“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.”

Anchored by a 45-second ad, the 360-degree campaign will run across free to air, cinema, online video, and podcasts, in addition to leveraging the power of the Westfield ecosystem, running across in centre SmartScreens, social and digital channels, and further amplified by a comprehensive paid campaign.

Additional customer connections include 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.

Campaign Credit List

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




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