Westfield unveils SS15 ‘Today I Am’ campaign featuring Kelly Osbourne via Sibling Agency

Scentre Group, owner and operator of Westfield shopping centres in Australia and New Zealand, has today launched its Spring Summer 2015 (SS15) fashion campaign, ‘Today, I Am’ via Sibling Agency.

‘Today I Am’ is a confident declaration of empowering and embracing who you are, on an ever-evolving journey, exploring the way consumers use fashion and beauty for self-expression.

VIEW THE KELLY OSBOURNE FILM

Fronted by Westfield style ambassadors Kelly Osbourne and Lara Worthington, the fully-integrated campaign will launch across earned, owned and paid channels. ‘Today, I am’ content will appear on the new Smartscreen Network of 1200 screens across 34 Westfield shopping centres, catch-up TV, YouTube, traditional and online radio including integrated Spotify playlists influenced by weather, set to inspire the morning routine of picking our #TodayIAm fashion choices.

The campaign features a series of short films that explore fashion and beauty as an outward expression of self, told through the personal narrative of Osbourne and Worthington.

Including new season looks from international and Australian designers Carla Zampatti, Sportscraft, Cue, Wanted Shoes, Country Road, Swarovski as well as MAC and Aveda, Kelly Osbourne’s full length ‘Today, I Am’ film will be released on the 31st of August to launch the campaign, with Worthington’s film to follow later in the season.

From August 31st extended behind the scenes videos featuring Kelly Osbourne will be available for 24 hours through Westfield AU’s Twitter channel. Audiences can unlock this additional content by retweeting @WestfieldAU @KellyOsbourne and using the hashtag #TodayIAm.

Appointed for her natural affinity to the campaign idea Westfield style ambassador Kelly Osbourne said: “It’s important to have the confidence to wear what you want to wear and feel empowered to let your fashion choices evolve with your personal style. For me, Today I Am enables individuals to be who they want to be. It’s been an honour to be a part of a campaign which speaks to the restless nature of fashion and gives the freedom to individuals to define who they are in the moment the way they want to.”

Says Sarah Cleggett, general manager Marketing at Scentre Group: “We’re so excited to launch ‘Today, I Am’ with our Style Ambassadors Kelly Osbourne and Lara Worthington both of whom never settle or stand still when it comes to fashion and beauty. ‘Today, I Am’ is about empowering shoppers who are forever curious, open-minded, and inspired to stay restless.

“With the largest range of international, local, designer and high-street retailers in our centres and online at westfield.com.au, we’re confident our shoppers can find fashion and beauty that helps them be whoever they want to be.”

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

Extending the campaign to Sydney specific shoppers, Westfield Sydney collaborated with Australian Fashion Film Award winner and director Gracie Otto and Style Me Romy’s Romy Frydman to create their take on the ‘Today, I am’ concept. Launching in early September, the film showcases international and Australian fashion designers including Chanel, Miu Miu, Gucci, Zimmerman and Saint Laurent.

Shoppers can be inspired to embrace their style evolution 24/7 with Westfield’s Searchable Mall: www.westfield.com.au, with over 220,000 products available from their favourite brands. Here shoppers can search and discover who they want to be.

Agency: Sibling

Custom publishing by Bauer