WESTFIELD / CAMPAIGN

TRANSLATING CLOTHES INTO FASHION

2015

AN INTEGRATED TVC AND FASHION CAMPAIGN PROMOTING WESTFIELD’S PERSONAL STYLING SERVICE, FEATURING INTERNATIONAL STYLE ICON GOK WAN.

THE APPROACH

TO POSITION WESTFIELD AS MORE THAN A PLACE TO BUY CLOTHES, THE CAMPAIGN FOCUSED ON WHAT ITS STYLISTS COULD ADD — EXPERTISE, INSPIRATION AND A POINT OF VIEW. THE IDEA WAS SIMPLE: WESTFIELD STYLISTS TRANSLATE CLOTHES INTO FASHION.

FEATURING INTERNATIONAL STYLE ICON GOK WAN, THE TVC TOOK PLACE WITHIN AN INFINITE, MATRIX-LIKE WARDROBE — A MINIMALIST WORLD REPRESENTING THE ENDLESS CHOICES AVAILABLE AT WESTFIELD. GOK LED A TEAM OF STYLISTS THROUGH THIS UNIVERSE OF OPTIONS, EDITING AND REFINING THEIR WAY TOWARDS THE ULTIMATE LOOK.

THE IDEA EXTENDED ACROSS THE INTEGRATED CAMPAIGN THROUGH A VISUAL LANGUAGE OF FASHION EQUATIONS, REDUCING THE ART OF STYLING TO SIMPLE FORMULAS THAT SHOWED HOW THE RIGHT COMBINATION OF CLOTHES, EXPERTISE AND INSPIRATION COULD BECOME SOMETHING MORE: FASHION.

ART DIRECTION
COPYWRITER: MIETTA MACFARLANE
CREATIVE DIRECTORS: ANDY FLEMMING & SHANE GIBSON
AGENCY: M&C SAATCHI