Westfield has enlisted celebrities Kelly Osborne and Lara Worthington to front its SS15 campaign 'Today I Am'.
The fully-integrated campaign will launched across earned, owned and paid channels, with content appearing on its new Smartscreen Network operating on 1200 screens across 34 Westfield shopping centres in Australia and New Zealand.
A series of short films exploring fashion and beauty will feature throughout the campaign told through the personal narrative of Osborne and Worthingon.
In addition, screens will also play catch-up TV, YouTube, traditional and online radio including integrated Spotify playlists influenced by weather.
The campaign also showcases the latest collections by Australian designers including Carla Zampatti, Sportscraft, Cue, Wanted Shoes, Country Road, Swarovski, MAC and Aveda.
The company has also targeted Sydney-specific consumers through a collaboration with Australian Fashion Film Award winner and director Gracie Otto and Romy Frydman that will present international and local designers including Chanel, Miu Miu, Gucci, Zimmermann and Saint Laurent.
Scentre Group general manager marketing Sarah Cleggett hopes that a strong digital campaign will empower consumers to step outside of their comfort zone.
“We’re so excited to launch ‘Today, I Am’ with our Style Ambassadors Kelly Osbourne and Lara Worthington both of whom never settle or stand still when it comes to fashion and beauty.
“‘Today, I Am’ is about empowering shoppers who are forever curious, open-minded, and inspired to stay restless.”
Scentre Group currently owns and operates Westfield shopping centres in Australia and New Zealand.
It employs around 2,700 staff in 43 centres with 12,100 retail outlets and total assests under management of a reported $40.7 billion.