Emporium Melbourne continues to ‘reimagine experiences’ in latest campaign work via JOY
Emporium Melbourne, in partnership with creative agency Joy have just launched a new campaign to tell the rich story of Melbourne’s most iconic shopping destination–a building that retains the façade of the old MYER Emporium and completely reimagined the interior architecture and shopping experience.
From the old comes the new with their official opening night curated by Baz Luhrmann, new print campaign, shot by Henryk Lobaczewski, and a TVC crafted by a brilliant team from Exit, Nylon, and Method.
Says Christy Peacock, executive creative director, JOY: “Working with a brave client who genuinely wants to change the way a shopping centre engages with Australians is really exciting, and to be 
honest, we’re just getting started. Lots more to come.”
The 360 campaign includes OOH, radio, digital, print, ambient, and in-store activations pushing Melbournians to take their pre-conceptions of what a shopping centre should be and basically throw it out the door.
Says Simon Ludowyke, general manager: “Expect the 
unexpected.”
Marketing Manager, Emporium Melbourne: Tanya Lunardon
Executive Creative Director: Christy Peacock
Creative Director: Dean Hamilton
Copywriter: Lauren Ami MacDonald
Producer: Sarah Cowen
Producer: Corinne Porter
Account Director: Vittoria Faro
Account Executive: Sophie Van Geldermalsen
Director/Head of Strategy: Andrew Wynne
Production company: EXIT, Melbourne
Executive Producer: Corey Esse
Producer: Jane Liscombe
Director: Christopher Hill
D.O.P: Stefan Duscio
Post Prod Co: Method Melbourne
Editor: Michael Houlahan
Colourist: Edel Rafferty
VFX: Method Melbourne
Music supervisor: Level Two Music
Sound Company: Nylon
Photography Production Company: Debut Management
Photographer: Henryk Lobaczewski
Agent/Producer: Francis Foster
Set design and props: Tony Assness
Set build: Cinch Events
Fashion stylist and styling direction: Caterina Scardino
Make-up direction: Amelia Axton
Lead hair stylist: Richard Kavanagh
Food stylist: Anna Philips
4 Comments
Unfortunately rather joyless.
Really? The print is medicore, but the direction on the motion was all-time! When the modern girl backs away as she steps through the mirror? You didn’t like that?
Hey that was classy.
the creative really reflects the need for better creative.