Westfield today reveals its summer campaign, centred on a colourful creative by infamous collage artist and creative director Mat Maitland as both London centres prepare to play host to a series of events over the sunny season, including The Funfair, an in-centre experience sponsored by SEAT.
Produced by Portas, the new summer campaign harnesses the joy of the season featuring striking pop culture imagery of tropical touches, dodgems, hotdogs, fruit, ice cream and balloons, all of which Londoners can expect to enjoy at Westfield London and Westfield Stratford City this summer.
The FunFair campaign creatives supports the summer event, The Funfair, which will held at Westfield London from Friday 27 July to Sunday 5 August, and Westfield Stratford City from Saturday 18 August to Monday 27 August. The FunFair will bring guaranteed fun to the capital this summer, The Funfair, driven by SEAT, will allow visitors to put their driving skills to the test on the dodgems; try their hand at classic funfair games; or break up the summer holidays by making the most of the programme of free kids’ activities.
The Destination Summer creative has been designed to drive awareness of the full summer offer at both centres. These include a series of free experiences celebrating music, art, sport and tech as part of the Westfield Presents Programme that runs until September. Westfield Square at Westfield London will play host to a number of unique entertainment moments throughout the summer including screenings of Wimbledon. Across town, The Screen on the Green at Westfield Stratford City is showing the FIFA World Cup. As well as retailer activity and offers from brands such as Wagamama, Monsoon and John Lewis.
Myf Ryan, CMO Europe and group director of brand and strategic marketing for Unibail-Rodamco-Westfield commented: “We’ve already seen strong footfall figures in June and predict a busy summer ahead. Our London centres have become destinations for unique events and we have a jam-packed summer calendar offering the very best experiences for the whole family. We’re thrilled to have London artist Mat Maitland involved in our bold, colourful campaign and look forward to welcoming people throughout the holiday.”
Mat’s unique, surrealist-pop style is well suited to the vibrancy of the summer with its standout colour palette and playful style. The London artist has previously worked with Louis Vuitton, Kenzo, MAC Cosmetics and Nike. He has art directed and designed music campaign and images for Prince, Basement Jaxx, Elton John, Kylie Minogue, Lana Del Rey and Mark Ronson among many others.
The creative campaign launches in press, digital, social, OOH, PPC and in-centre from 16 July and runs until 2 September.