Westfield and its agency Mother New York are introducing out-of-home advertising to raise awareness for the new Westfield World Trade Center mall now open in the Oculus Transportation Hub in downtown Manhattan.
Featuring more than 100 stores and restaurants, the 350,000 square foot retail space is designed to help revitalize the World Trade Center some 15 years after the September 11 terrorist attacks.
The creative is "inspired by the optimism" of this new neighborhood through imagery similar to magazine covers featured on The New Yorker. Mother NY worked with Sibling Rivalry on animation and 26DotTwo on the digital components. One ad features bright sunglasses while another features a grey high heel with people under the sole. The campaign's tagline "The New New York Place To Be." Copy emphasizes opportunities to shop, eat, drink and play at the new facility.
"Working with illustrator Ben Wiseman, whose work has appeared in everything from The New Yorker to The Wall Street Journal, we were able to give Westfield a distinct visual voice," says Jason Miller, creative director, Mother New York. "By combining this illustrative language and personality with photographic objects that can be discovered under the Oculus, we are bringing to life the real energy and activity at World Trade Center."
The ads will be running in various part of Manhattan. The campaign will roll out new designs later this fall.
""In terms of challenges on the design/creative side, one obstacle was speaking to such a broad audience, [including] locals, commuters, tourists, fashion industry," says Miller. ”We wanted to keep it optimistic and inclusive, but also stylish and contemporary. The result is bold and vibrant, while also being witty and sophisticated."
More than 100 million guests are expected to visit annually. Westfield spent $1.4 billion developing this center.