Today, Unibail-Rodamco-Westfield unveils its new European wide marketing campaign ‘Working Together’ to support the reopening of Westfield London and Westfield Stratford City on Monday 15th June 2020, as well as 10 other Westfield centres across Europe, following the partial closure due to the COVID-19 pandemic.
The new creative intends to build trust for the Westfield consumer, assuring the safety of returning to retail and communicating operational messages when visiting, whilst engaging customers through fun and welcoming illustrations. The colourful illustrations clearly convey the robust plans in place to ensure the health and safety of everyone in the centres, both those that work in stores and consumers. Visuals portray changes people can anticipate at the centres including parking in alternate bays, regularly using hand sanitiser stations and maintaining social distancing.
The ‘Working Together’ concept was developed by BETC and stems from Unibail-Rodamco-Westfield’s overarching ‘Come Together’ brand messaging which was created in 2019 as part of the launch of the Westfield Brand in France, Sweden, Poland and Czech Republic. Through the use of bright colours, humour and likable characters, these important steps and measures are communicated to the public in order to ensure their wellbeing whilst in-centre.
Myf Ryan, CMO Europe and group director of brand and strategic marketing for Unibail-Rodamco-Westfield said: “The ‘Working Together’ campaign follows on from the successful ‘Come Together’ platform we launched in 2019 as part of the European roll out of the Westfield brand and used in our centres in Continental Europe. Through this striking creative we want to clearly convey how Westfield London and Westfield Stratford City will be operating as of the 15th June, so consumers feel safe to visit before leaving their homes. Working Together illustrates our comprehensive plan to ensure the safety and health of our visitors – who we look forward to welcoming back very soon.”
Antoine Choque, executive creative director at BETC, added: “We wanted this campaign to be able to provide clear information on the necessary measures to ensure safety for all, while also celebrating regained togetherness during this long-awaited recovery. The illustrations, created by the illustrator Dongheum Kim, are graphic, simple and colourful, always with a touch of humour, character or wit — a way of including a little light-heartedness after this difficult period.”