In a category where experience is everything, Westfield needed to differentiate themselves from what people knew about malls and create a revolutionary campaign that would surprise and delight people at every turn. This is where the “New New Mall” concept was born. This campaign shows how Westfield brings together entertainment, dining, shopping, seeing a movie and a million different things in a million different ways.

This campaign immersed people in a personal and sensory journey full of unexpected discoveries using playful juxtapositions, bringing together elements of world-class fashion, entertainment, culinary adventures and fun in ways people wouldn’t expect. The campaign lived in Print, Out of Home, Digital, Social and on Interactive Screens at the malls. It showcased different elements of Westfield through the different juxtapositions and created a series of visually interesting, memorable images and ideas.

Westfield was able to reestablish themselves by reinventing the mall experience for their consumers across the U.S. The Westfield Century City location in Los Angeles experienced a 27% YOY sales growth and an online click-through rate of 1.23% during the launch campaign period, which doubled the previous high. Additionally, foot traffic at the mall doubled compared to the previous year.