Independent creative agency HERO and AMP Capital have partnered to develop a new brand positioning and launch campaign for Macquarie Centre, Sydney.
The campaign invites shoppers to leave the house and discover a real-life wonderland of entertainment, food, fashion and lifestyle under one roof.
The launch campaign was photographed by Andreas Smetana, who morphed objects into larger-than-life elements that dominate the scenery. Giant ices creams, and human-size sunglasses, shoes and cosmetics are set against a magical landscape to create a visual anecdote of the augmented enjoyment, and discovery that customers experience at Macquarie Centre.
Andrew Wolfe, senior marketing and brand experience manager at AMP Capital, said the company "really had fun with this one."
"We didn’t just want to bring to life the breadth of our offering, but also the transformational customer experience," said Wolfe.
HERO chief creative officer, Ben Coulson, said Macquarie Centre is a place you really can get lost – in a good way – so HERO wanted to position it as a true utopia for shoppers.
"A place where magic can and does happen.”
The campaign appears across OOH, in-store, owned channels and content, and will be rolled out into social and activation.
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