Westfield has set the new season in motion by unveiling its spring/summer campaign, ‘Feel Your Rhythm’. Delivered by Westfield and WhiteGREY, the campaign sets the stage for a season of self-expression and celebration, casting Australian creatives and athletes in a joyful snapshot of the months to come.
‘Feel Your Rhythm’ brings together artists, dancers, and athletes including award-winning writer, actor, director and podcaster, Nakkiah Lui, 16-year-old choreographer, artist, dancer and model, Xavier Gibson, author and creative, Sarah Jane Adams,Giants Netball shooter, Sophie Dwyer, and member of the 2023 Netball World Cup-winning Origin Australian Diamonds team, Jamie-Lee Price.
whiteGREY CCO, Chad Mackenzie said, “It’s a beautiful time of the year that puts such a joyous spring in your step. The ‘Feel Your Rhythm’ campaign puts Westfield at the heart of the season and celebrates the best of what on offer to Westfield customers.”
‘Feel Your Rhythm’ spans 16 stills and 11 motion edits, photographed and directed by Simon Eeles. Underpinned by a focus on perpetual motion and the energy of spring/summer, the campaign showcases the season’s essential trends styled by Bridie Gilbert, spotlighting 34 international and Australian brands from across the Westfield portfolio including Zara, ASICS, Disney, Versace, David Jones, Zimmermann, Jimmy Choo, Country Road and more.
Westfield head of marketing – brand and content, Amy Copley added, “’Feel Your Rhythm’ ignites the new season, marking a fresh and dynamic new direction for our creative. We wanted to characterise the feeling of the campaign by collaborating with exceptional Australians who move us, capturing the energy of spring summer in a non-traditional way.
“Our strategic focus is to create moments that encourage our customers to visit and spend time with us, and this campaign is an extension of that. Our agency teams have done a fantastic job bringing ‘Feel Your Rhythm’ to life, and we’re looking forward to seeing it roll out in our destinations.”
‘Feel Your Rhythm’ is being delivered in all 42 Westfield destinations across Australia and New Zealand and across earned, owned and paid channels including the Westfield SmartScreen and SuperScreen network, OOH, Meta, YouTube and TikTok.
Supporting the campaign, there’s a focus on in-centre activations including entertainment, fashion and beauty workshops, Westfield membership offers, and more.