Campaign identity and toolkit
Season campaigns inc. collaboration and event concepts
Move from promise to proof after the re-launch of Macquarie Centre with Overload Your Senses, developing a brand strategy to better align campaigns to experiences, collaborations and content.
We shifted Macquarie Centre’s campaign from a one-dimensional advertising campaign to an experientially-led program and sensory campaign system which brings the idea to life through tone of voice, clashing patterns and unique collaborations which lead to unique experiences.
From the Weirdly Wonderful campaign collaboration with the MCA and influential make-up artist Sarah Laidlaw, product colaborations with Alice McCall, to a season launch with Sydney Youth Orchestra x DJ Gloves, each campaign sought to create ownable content and unique experiences which told the season’s story in sensory ways. This was supported by full campaign execution across paid and owned channels.