The latest campaign for the City of Perth by The Brand Agency – ‘Shop, Dine and Play in Full Colour’ – has rolled out across numerous channels this month, aiming to bring to life the complete experience of shopping in the City.
The campaign aligns with seasonal experiences and events and evidences the unique attributes of WA’s largest shopping precinct. A series of major redevelopments have been completed within the City of Perth in the last 18 months including Forrest Chase, Raine Square, Plaza Arcade and Yagan Square. So now is the perfect time to show shoppers the vibrancy of the City.
A 15-second video produced with director Matt Sav via King Street breathes life into the colourful theme with a fast-paced journey through fashion, film and food. The range of clothes worn by the leading couple were sourced in the city, and viewers can ‘shop the look’ on Facebook via a series of short stories produced in conjunction with the film.
A selection of city retailers and venues are further featured in vignettes produced by Channel 9, timed at 45 seconds to work in conjunction with the 15-second spot.
The Kaleidoscopic design style features in outdoor throughout the CBD, on 4-page cover wraps across all Community News titles and animates in online environments tailored to specific personas.
A new landing destination has been developed in collaboration with The Brand Agency and City of Perth teams at visitperth.com.au/shopping.
Commissioned by the City of Perth for the campaign, BrandXP delivered two of the City’s ‘Sense of Spring’ installations. ‘Flower Wild at enex’ and ‘The Mirror Room at Carillon City’ are fully immersive experiences that provide an abundance of colour, scent and sound, evoking the sense of spring. Shop, Dine and Play in Full Colour is currently running until mid-October.
Client: Christine Lim-Abrahams, Sara McCarthy – City of Perth
Agency: The Brand Agency, Perth
Executive Creative Director: Marcus Tesoriero
Creative Director: Dean Hunt
Creative Team: Anneliese Sullivan, Niall Stephen
Head of Design: Dan Agostino
Senior Designers: Janice Law, Carly Groves, Luke Lucas
Strategy Director: Hannah Muirhead
Account Management: Rod Killick, Ruby D’Aloia
Media Strategy: Nicole McNeil, Jodie Allen
BrandXP: Katrina Strugnell
King Street: Katie Trew, Lauren Billingham, Pete Townsend
Director: Matt Sav
Audio: Cue Sound
Activation Partners: Natural Art Flowers, Howell Builders, Artcom, Discus Digital Print