Lucky Lantern for Westfield Newmarket.
THE BRIEF //
Our friends at Westfield Newmarket asked us to create an engaging activation for their customers to celebrate the year of the rabbit.
THE THINKING //
We were inspired by the traditional paper-cut artwork featured throughout the seasonal campaign. Incorporated into free-standing screens these created a dynamic experience as the light shifted during the day.
THE MAKING //
Taking centre stage our wishing tree emerged from a bespoke faceted base, symbolising the 12 zodiac signs. Paper cut screens were alternated with mirrors.
THE SUCCESS //
The activation exceeded all expectations with thousands of shoppers engaging. 4300 wishes were made on the Lucky Lantern wishing tree.
CLIENT //
WESTFIELD NEWMARKET
CONCEPT, CREATIVE DIRECTION, ASSET BUILD, SIGNAGE
RED CREATIVE //
WESTFIELD NEWMARKET
VENUE //
THE SIGN COMPANY
SUPPLIERS //
RESULTS FROM THE REAL WORLD //
“LNY has gone exceptionally well, we have received such positive comments from customers the last few days thanking us for supporting their culture. There are already 2400 wishes on the tree and we had to order more wishing cards, the red envelopes were incredibly popular and were gone in under 2 hours each day and the fortune cookies were gone by 11am yesterday.”
WESTFIELD NEWMARKET
