SS16/7 Fashion Campaign ‘The Front Line’

August 24, 2016

Scentre Group Launches Westfield SS16/7 Fashion Campaign  ‘THE FRONT LINE’  

Today, Scentre Group launched its Spring/Summer 16 fashion campaign ‘The Front Line’ across 35 Westfield shopping centres in Australia and announced Emma Balfour, Ollie Henderson, Mattia Harnacke and Yaya Deng as this season’s Westfield Style Ambassadors.
The fully-integrated campaign celebrates Australian style leaders who are living inspiring lives both on and off the runway.
The campaign will launch today across earned, owned and paid channels, including website, the Westfield Smartscreen Network of 1,200 screens, a partnership with Vogue Australia, YouTube, native content and digital publications as well as PR and social.
To launch the campaign, an immersive 360° Behind the Scenes film has been released. The video strips back the layers of fashion production and gives an inside look at the creation of the campaign. The film also allows shoppers to view this season’s trends from every angle.
High-definition Smartscreen video and snackable social content will be supported by more in-depth behind-the-scenes films that reveal how the Westfield Style Ambassadors are on The Front Line.
“Our ambassadors this season are not only on ‘The Front Line’ in fashion they’re also pushing boundaries with a strong voice on causes beyond the fashion world. We’re aiming to capture the energy and confidence that comes from pursuing what’s important to you while embracing an individual approach to style.
“The campaign showcases the best our retailers have to offer with content that will entertain and inspire our shoppers” says Sarah Cleggett, General Manager of Product, Experience & Communications at Scentre Group. 
“With the largest range of international, local and designer retailers in our centres and online at www.westfield.com.au we hope shoppers find endless inspiration through this campaign.”
‘The Front Line’ campaign includes key seasonal looks from international and Australian designers including Sass & Bide, Gucci, Givenchy, Paul Smith, Ted Baker, Saba, Ginger & Smart, Cotton On and MJ Bale. Supporting new season collections hand-curated by Westfield, can be viewed at www.westfield.com.au/fashion.
Scentre Group will launch ‘The Front Line’ integrated national campaign through Sibling Agency, the purpose-built full-service agency offering established by WPP AUNZ dedicated to the Westfield brand.
Shoppers can join the conversation with @WestfieldAU by using the dedicated campaign hashtag #JoinTheFrontLine on on Twitter, Instagram and Facebook and shop over 220,000 products from Australia’s favourite brands at Westfield’s Searchable Mall, www.westfield.com.au.
For more detailed information, please contact:
Julia Murray, Senior Account Executive at Sibling Agency I 02 8281 3210 I 0410 648 949 I julia.murray@siblingagency.com.au
Lauren Bailey, PR and Social Media Manager, Scentre Group I 02 9358 7283 I LBailey@scentregroup.com
Agency creative credits for the SS16 'The Front Line' campaign
Managing Director: Fleur Marks
Creative Director: Penny Buck & Al Weekes
Senior Art Director: Theresa Frankovich
Senior Producer: Chris Bear & Cat Rose
Project leads: Sarah Hazen & Sarah Lum
PR: Allison Larkin
Context Manager: Lucy Evans
Studio: Grant Hendren & Nathan Jarvis
Agency Editor: Grant Hendren