You know Christmas is coming when the festive ad campaigns start rolling out, and Scentre Group’s latest one for Westfield is no different.
The ‘All We See is Joy’ ad is fronted by comedian, Julia Morris, and encourages Australians to take the pressure off the gift-giving this year, and rather than worry about being the perfect host or choosing the perfect gifts, to just enjoy the time spent with family and friends.
New research found that more than three quarters (76 per cent) of Aussies find Christmas stressful and the stress is mounting as 17 per cent feel more pressure to put on the perfect Christmas than previous years.
The campaign’s 60 sec film follows Julia Morris on Christmas Day and celebrates the moments of real joy, contrasted with relatable Christmas chaos – the not-so-perfect cracked pavlova, wonky tree, and mess of wrapping paper around the tree and waves of guests.
Scentre Group director of marketing John Bastistich said, “Like 62% 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.
“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.”
Following the launch of the feature film, All We See is Joy, Westfield will also be rolling out four further 15 second shorts focusing on The Joy of Christmas, Decorating, Gifting and Feasting.
The fully integrated campaign will run across owned, earned and paid channels, including the Smartscreen Network of 1200 screens across 34 Westfield shopping centres, catch-up TV, YouTube, radio, native content, custom publishing, PR and social media.
Westfield will be collecting and sharing the real and relatable moments of Christmas through #THISISCHRISTMAS. Complementing the campaign films, this user-generated content will be showcased alongside the campaign films for further festive inspiration.
Scentre Group will launch the ‘All We See is Joy’ integrated national campaign through Sibling Agency, the purpose-built, full-service agency offering established by the STW Group dedicated to the Westfield brand.