The Scentre Group has launched Westfield's 2015 Christmas campaign, with the hope that this year people will have a joyful Christmas rather than a perfect one.
The shopping centre chain, along with its agency Sibling, has chosen comedian Julia Morris to front its campaign, with the brand shunning the notion that the season has to be perfect, rather it aims to take a more real approach to what can be a stressful time of year.
Westfield took this tact because it commissioned research from Lonergan Research about how Australian’s view this time of year, and it found more than three quarters or 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.
John Batistich, director marketing at Scentre Group said: “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,” he added.
Following the launch of the feature film, All We See is Joy, Westfield will also be rolling out four further 15 second 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.
The business will also tap into user-generated content as well as ramping-up store hours and in-store activations as the silly season gets closer.
Watch the spot for yourself and tell us what you think.
Credits:
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
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