Shopping centers have long ceased to be just spaces for shopping. They are meeting points for people who provide entertainment experiences and offer a diverse catalog of shops, leisure and gastronomy. And this is how the Westfield chain wanted to portray it in “Many world, one place”, its new international advertising campaign.
Devised by the creative agency Rosa Paris, the company presents its shopping centers as fantastic worlds in which to live multiple adventures. It proposes a surreal and fun journey with the intention of capturing the attention of the public, especially generation Z, and encouraging them to visit its establishments to explore, discover and connect with other consumers.
The idea is reflected in a colorful almost two-minute advertisement with an energetic montage reminiscent of the style of filmmaker Wes Anderson. It follows a group of friends as they visit one of the company’s shopping centers and portrays the dreamlike experience they enjoy in settings and situations inspired by fashion, beauty, gastronomy and entertainment.
The spot conveys Westfield’s ambition to be a destination for experiences, beyond shopping. “The film’s tagline – Many worlds, one place – expresses our ambition to bring together an extraordinary diversity of experiences under one roof.”; they have commented from the company through social networks. ““It reflects our vision of Westfield as a platform for discovery, inspiration and connection, a place where people can explore new trends, enjoy memorable moments and share extraordinary experiences.”.
The advertisement is specially designed to enhance the company’s image of modernity and connect with the new generations, which according to Westfield itself, represents almost a third of its visitors internationally and whose habits and behaviors are reshaping expectations about brands and consumer spaces.
The advertisement, produced by Big Productions, has been created using various techniques. As reflected in the making of shared by the company itself, it has combined real action, computer generated images and artificial intelligence; All of this with the intention of creating something that transmitted freshness, cinematic imagery and that represented Westfield’s proposal and positioning.
Original post by Westfield on Instagram.
The campaign will run in the United States and European markets and will have activations in cinemas, television, digital platforms and in all Westfield shopping centers.
