Westfield wanted to re-brand their weekend-long event series that celebrates the start of the new season. The former name ‘Fashion Weekend’ no longer represented the new broader focus for the activation, which had been expanded to encompass food, fashion, home inspiration, entertainment and a dose of playful nostalgia. And so, Taste.Shop.Play was born, an updated name representing the best shopping weekend of the new season. I wrote all copy for the re-brand of this international event that spanned across 40 centres in Australia and New Zealand, with copy featured across in-centre signage, uniforms, in-centre smart-screens and superscreens, as well as across all digital media channels.
Event strategy & creative direction: Sibling