Dessert for breakfast? Matching sweaters in the sweltering heat? Getting a Santa snap with your pet llama? All bets are off: it’s Christmas. Westfield’s Christmas 2022 campaign, There’s No Christmas Quite Like Yours via WhiteGREY, celebrates the universally weird, wonderful, and indulgent things that you can only get away with at Christmas.
Showcasing the magic of Christmas unfolding at Westfield Living Centres, the campaign is seen through the eyes of 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.
Says Amy Copley, head of content, CX strategy and content, Scentre Group: “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.”
Anchored by a 45” 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.
Says Chad Mackenzie, chief creative officer, whiteGREY: “Nothing brings families together quite like Christmas does. 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.”
Creative Agency: 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 EDIT
Editor: Matias Bolla
Colourist: Matt Fezz
Online: Heather Galvin
Music Arrangement and Sound Design: MassiveMusic
Musical Director: Ramesh Sathiah
Sound Designer: Damian Waddell
Client Partner: Ally Kerrigan
Planning Lead: Daniel Van Wely
Associate Investment Director: Natassja Corban
Digital Manager: Rachel Seage
PR: Pulse, part of Ogilvy PR
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