Scentre Group launches new Westfield AW16 campaign ‘Own Your Story’ via Sibling Agency
Today, Scentre Group has launched its national Autumn/Winter 16 fashion campaign ‘Own Your Story’ via Sibling Agency, across 35 Westfield shopping centres and has announced Delta Goodrem and Yaya Deng as its two new Westfield style ambassadors.
The fully-integrated campaign empowers shoppers to embrace their individuality and express themselves through style.
In two short films, ‘Own Your Story’ sees Delta and Yaya each share advice with their younger self on topics spanning fashion to self-confidence and career, based on lessons they’ve learned, told from their now adult perspective.
The campaign will launch today across earned, owned and paid channels, including the Smartscreen Network of 1,200 screens across 34 Westfield shopping centres, custom publishing through Bauer Media, catch-up TV, YouTube, radio, digital display and interactive ad units, native content across various digital publications, PR, mobile video plus targeted Weatherzone content each morning to inspire commuters with fashion tips during their downtime.
Says Sarah Cleggett, general manager marketing at Scentre Group: “‘Own Your Story’ acknowledges the role fashion plays in how we express ourselves to the outside world. It’s about empowering shoppers to embrace their individuality through style.
“We have the largest range of international, local and designer retailers in our centres and online at www.westfield.com.au, so customers can shop the season’s latest looks and find fashion that tells their story.”
The campaign films include key seasonal looks from international and Australian retailers including Witchery, Kookai, Colette, Carla Zampatti, Dion Lee and Jo Mercer.
Sibling Agency
Managing Director: Adrianne Nixon
Co-creative Directors: Sylvianne Heim & Penny Buck
Art Directors: Jennie Ko & Roberta Cicerone
Producers: Jeff Edwards & Steve Lund
Project Lead: Sarah Hazen
Group Agency Director: Jennifer Clarke
PR Lead: Allison Larkin
PR Manager: Sally Crampton
Context Director: Elliott Dale
Context Manager: Lucy Evans
Studio: Grant Hendren & Nathan Jarvis
Agency Editor: Grant Hendren
10 Comments
Lisa Simpson:
Dad, is that your commercial?
Homer:
I don’t know?
Are Country Road at Westfield? Because their ad is.
I’m sick of brands telling people what to do.
Fuck off. Talk about yourself not me. You don’t know me. Stop trying to relate to me.
Just tell me what you have to offer in a simple way and don’t try and manipulate my emotions. It never works. Even when you use a celebrity you think I’m down with.
I like them for what they do. Not what you tell them to do.
Don’t be so damn bossy.
Sincerely,
Your target market.
Zzzzzzzz…..
Wallpaper…
Gez, the works dropped since the last Kelly campaign.
Remember when Country Road did this two years ago and it was good…
Don’t tell me to ‘Own my story’, you know nothing about me… or my story.
Especially coming from a multi billion dollar company who charges high rent,
and has killed Australian high streets.
You think with two CDs might have picked that up.
I suppose that’s what happens when there’s no planner.
Westfield created it own agency, called it sibling and started creating terrible ads.
Couldn’t organise a dress up in a shopping centre.
Crap…
Under Armour anyone?
https://www.youtube.com/watch?v=ZY0cdXr_1MA