Westfield celebrates the magic of believing in Christmas in new campaign via whiteGREY
Westfield has launched its Christmas 2023 campaign ‘The Magic of Believing’ created by whiteGREY. Celebrating the spirit of the season where magic takes centre stage; ’The Magic of Believing’ tells the story of 86-year-old Arthur who still believes in Santa, and his Grandson who goes to great lengths to protect his Grandad’s unwavering belief.
Showcasing Westfield as the destination for the festive season, Arthur and his family visit their local centre to sit for a much-loved photo with Santa. More than just presents under the tree, twinkling lights, and delicious feasts – ‘The Magic of Believing’ shares the joy of that time of year when belief in the extraordinary transcends the every day.
Says Amy Copley, head of brand and content, Scentre Group: “It should come as no surprise that Christmas is our favourite time of year at Westfield. This year’s festive campaign, ‘The Magic of Believing’, reminds us of the power of coming together at Christmas, and gives us a glimpse of believing in magic at any age. We can’t wait for the festivities to kick off in our centres and we hope this campaign acts as a heartwarming reminder that you’re never too old to believe.”
Says Chad Mackenzie, group chief creative officer, whiteGREY: “There’s something about Christmas at Westfield that really brings the magic of the season to life. This campaign celebrates Westfield’s role through a heartwarming story of Granddad and Grandson protecting magic for each other. A beautiful reminder of how the season brings us together.”
The campaign will appear in-market via a comprehensive paid media approach, supporting both brand messaging and tactical CTA’s. YouTube, BVOD and cinema brand campaigns will be supported with tactically positioned out of home, alongside Pinterest and audio placements. On owned channels, ‘The Magic of Believing’ leverages the full power of the Westfield ecosystem, running in-centre across SmartScreens, and on web, social, and digital channels.
Creative Agency: whiteGREY
Chief Executive Officer: Lee Simpson
Group Chief Creative Officer: Chad Mackenzie
General Manager: Justine Leong
Creative Director: Ronojoy Ghosh
Senior Creative: Kieran Adams
Strategy Director: Maya Mausli
Strategist: Enid Sung
Head Of Production: Colin Tuohy
Senior Producer: Cathryn Cooper
Managing Partner: Olivia Kaufman
Group Account Director: Jayne Driver
Account Director: Tracy Trieu
Account Manager: Kate Crowley
Head of Studio: Grant Hendren
Production Company: Brilliant Films
Director: Luke Shanahan
Executive Producer: Stephanie Ceccaldi
DOP: Shelley Farthing-Dawe
Casting: Peta Einberg
Postproduction: The Editors
Post Producer: Adrian Konarski
Editor: Stu Morley
Colourist: Ben Eagleton
Online: Stuart Cadzow
Photography: Photoplay
Photographer: Nick Bowers
Producer: Ross Colebatch
Sound Design and Mix: Massive Music
Music Supervision: Level Two Music
Track: Ray Smith ‘Jolly Old Saint Nicholas’
Media: Essence Mediacom
Client Partner: Dan Morgan
Group Client Director: Beth Adams
Account Manager: Rachel Seage
Account Exec: Arviella Gunadi
Investment Exec: Nicola Cadman
Digital Director: Beiai Torres
Planning Director: Kirsty Heywood
PR: Pulse, part of Ogilvy PR
Scentre Group:
Head of Marketing – Brand and Content: Amy Copley
Group Marketing Manager – Campaigns and Content: Kristi Grose
Marketing Manager – Campaigns and Content: Tahlia Irving
Marketing Executive – Campaigns and Content: Xanthe Collier
Group Marketing Manager – Programming: Fi Clark
Snr Marketing Manager – Programming: Erika De Padua
Marketing Executive – Programming: Bella Dona
37 Comments
It’s ads like this that make me hate Christmas
This is an ad that will definitely be regifted.
I’ve watched this a couple of time now and still don’t get what’s going on??? Can someone please explain.
SNNNOOOOOOOOOOOOORRRRIIIIIIIIIIIIIIIIIIINNNNNGGGGGGG
I share your confusion.
Love this. Don’t know how you can hate. Beautiful feels for me. Well crafted. Don’t normally like Xmas ads either.
Love it.
Really good performances from everyone including me.
This will work its arse off.
Well executed.
Like the tune.
I don’t get it.
@what. You don’t need to get it. It’s a feeling. It’s a tone. It’s only a commercial.
You’ll be okay. Try and find your emotional centre.
The feeling is confusion.
Lovely casting.Nicely shot.Lot of care gone into the work,but the story is lost.Sorry.
The agency that continues to live up to its name.
So grandad writes what he wants for Xmas.
He gives it to the kid to submit to Westfield Santa.
Westfield Santa gets him the gift somehow.
But so does real Santa?
Is that it?
Also, did the kid forfeit getting a gift by using grandads letter?
I dont get it.
I watched this twice…the second time *really* trying to understand the story I’m being told. Is mall Santa grandpas poker friend who knows what grandpa wants as well? Or are we saying it’s immediate…you request the gift then Santa gives it to you post photo? Or is it that grandpa is pretending Santa has already come and left the present to make the kid believe in magic?…but then…why would Santa give the same gift twice? Though also in this stories logic would it be mall Santa on the roof? Or proper real Santa? Or was it real Santa the whole time? Do his reindeer not do in-stores? Feeling silly. Merry Christmas.
Somebody please explain the narrative to me?
Comments like yours are not reviews and as a consequence are not constructive and serve no purpose.
Instead they are just plain nasty.
Go grind your axe someplace else.
I liked it a lot. It’s very well made.
Christmas is a feeling- this made me feel good.
It works. Some sour people on this blog. With the world how it is- kinda nice to just sit back and watch this.
I think Grandad is trying to make the young fella still believe in Santa, but the young fella thinks Grandad still believes in Santa – so in some round about way they are both trying to make each other believe??
I’ve also watched it twice. Is Grandpa actually Santa?
Indulgent 1.5 minutes of questionable storytelling.
If the ad community is this confused, can you imagine the public’s response?
I’m not sure who’s lying to who. Is the kid lying to the old guy or is the old guy lying to the kid. OR is Santa lying to Westfield? OR! Is Westfield lying to us? It’s all very confusing I’m afraid. I like the music though. The ad itself is a riddle, so it fails.
Spot on. Not that hard to get. Too many retail flunkies on this thread who haven’t made anything all year.
This looks gorgeous and is beautifully made.
Performances are spot on and when the old man smiles at the end- I got it…. Well done.
Is Arthur his uncle?
What’s with all the hate? It’s Christmas, quality production and ad. Also do not understand the confusion, are people just watching to have the opportunity to knock something to make them feel better about deeply suppress personal issues?
Enough hate in the world, lets just enjoy an ad about someone’s joy of Christmas.
@LoweOpinion, no, no I’m not. As mentioned the story is about a Granddad and Grandson, thanks for the compliment though, my skin routine seems to be working.
Merry Christmas to all
Arthur
Weak defence. Essentially your argument is ‘don’t question things, just sit there and take it…cos Christmas’. You make as much sense as the ad itself, Whitegrey.
Is it killing the magic of believing by saying the Santa in the centre is not the real Santa?
Judging by the overwhelming confusion, Westfield is CANCELLED
Looks beautiful, feels beautiful. Story wise it suffers from too many Santa’s in the kitchen
This beautifully represents the true meaning of Christmas. Let’s show support and celebrate the work on Campaign Brief. Love Santa
No
Wow, actually pulling the ‘where’s your Christmas spirit’ card in defence of this convoluted mish mash of nonsense. You had 90 long seconds and you blew it
Not just confusing but the diversity is represented through all the ‘helpers’ and staff. Come on, it’s 2023!
Sorry,what’s your point?
systemic inequality and inequity promoted through tentpole seasons of consumerism like Christmas.
Thank you for your reply,but sort of wish I hadn’t asked.