Westfield unveils Christmas ‘All We See is Joy’ campaign with Julia Morris via Sibling Agency
Today Scentre Group launches its 2015 Westfield Christmas campaign, ‘All We See is Joy’, via Sibling Agency.
Fronted by comedian, Julia Morris, the campaign’s 60 sec film follows 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.
New research found that more than three quarters (76%) of Aussies find Christmas stressful and the stress is mounting as 17% feel more pressure to put on the ‘perfect’ Christmas than previous years.
From this insight came ‘All We See is Joy’. The campaign encourages Australians to take the pressure off this year and rather than worry about being the ‘perfect’ host or choosing the ‘perfect’ gifts, enjoy what really matters – the time spent with family and friends.
Says John Batistich, director marketing at Scentre Group: “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 15sec 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 #THISISCHRISTMAS inspiration.
Westfield will also be helping shoppers find gift inspiration by curating over 20 gift guides available on Westfield.com.au. With gifts for him, her, kids, babies, pets, foodies and more, the lists have been hand selected by Westfield experts from over 200,000 products available on the website. Custom published Westfield Gift Guides will be available in centre from today.
To bring joy to shoppers in centre and help them navigate through their Christmas planning, ‘All We See is Joy’ will be supported by activity at all Westfield centres including:
- A day of exclusive offers, events and entertainment on Super Saturday Christmas on 5th December
- Extended trading hours nationally on 14th December
- 32+ hours of non-stop shopping at select centres on 23- 24th December
- Santa Pet photography
- Santa’s arrival in Westfield Shopping Centres across the country from November 7th
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.
Agency: Sibling Agency
Managing Director: Fleur Marks / Sibling
ECD / Michael Dole / Sibling
CD / Dean Hamilton / Sibling
Agency Producer / Jeff Edwards / Sibling
Account Director / Sarah Clifton / Sibling
Business Director / Duncan Stevens / Sibling
PR Associate Director: Allison Larkin / Sibling
PR Account Director: Sarah Hazen / Sibling
Head of Strategy: John Halpin / Ikon
Media Account Director: Danni Dimitri / Sibling
Director / Scott Otto Anderson / Photoplay Films
Executive Producer / Oliver Lawrence / Photoplay Films
Producer / Emma Thompson / Photoplay Films
Photographer / Alexandrena Parker / Kitchen Creative Management
Custom publishing by Bauer
13 Comments
Nicely written and directed, but Julia Morris? Makes me like it less. And did they really call this a ‘feature film’ in that PR release?
my ears have just been assaulted.
Need a lie down
not sure of the voice but it looks beautifull
Its a lovely execution for a christmas ad, hard ones to get right – but that PR release is way too long…
Captures that christmas-y vibe, i like it…
plenty of xmas chaos, in a good way.
Sorry, but this is utter rubbish! It’s desperately trying to evoke an emotion but falls well short because the actor chosen to deliver it couldn’t be more insincere. Why on earth would you use a comedian for a spot like this?
And yes the camera work is terrible and gave me motion sickness too but congratulations to the DOP on almost nailing a single take…. I haven’t seen this technique since that other Xmas ad in the UK. Bravo.
It’s one of them manifesto spots wot talks about Xmas and has little word rhymes in it, then the writer shows it to the art director and the art director goes “good words, what should the visuals look like?” then the writer says “dunno, what about Xmas?” and then the art director says “perfect, no wonder you’re the art director” and then the writer says “no you’re the art director” then they laugh but actually it’s sad because then the art director gets fired for not doing anything and the writer has a mental breakdown from being on his own in an office. True story. Shush now, your beard’s on fire.
Kudos to FSM for a beautiful finish.
a lot of planning, strategy, internal/external meetings, creative brain storming, A3 print outs on the wall for this. Well done.
As an enlightened advertising guru once told me:
A shit ad will say what it wants to show you.
A good ad will show you what it wants to say.
In other words, show don’t tell.
Congrats guys!
Nice Dean and Doley!!!