100 years of style

To build awareness, excitement and buzz for the opening of Westfield Stratford City Urban Mall, a teaser film was created to celebrate its arrival in East London. The film counts down from 100 years ago to the opening day of September 13 2011 in 100 seconds, celebrating a century of East London fashion, music and dance.

The stars of the piece are the two dancers, who perform a very carefully choreographed routine using many different dance styles from the last 100 years, and who underwent hundreds of outfit changes during production, as they showed off the changing fashions through the time periods.

Launching two weeks before opening day, the brand wanted to captivate a large audience, not only women, and the advertising resistant, as well as influential London trendsetters.

The film was shot over four days in East London locations with hundreds of costume changes. The music was commissioned from Oscar nominated Tristin Norwell who used a simple tune and interpreted it for each decade over 100 years.

The brand aimed to celebrate the way East London embraces its past in all things, certainly in terms of fashion, and to establish Westfield's superior fashion credentials firmly with the campaign.

Results

4 647 566 YouTube views, 38 519 YouTube likes, 2 089 YouTube comments, 25 000 YouTube favourites.

27 895 Facebook likes (Westfield Stratford City likes increased from 5 000 to 24 000 in 2 weeks) 457 498 Facebook shares.

26 699 Tweets.

1 155 blog posts.

The campaign generated widespread international news coverage including a Good Morning America feature, with over 5 million viewers each day, and Channel 9 news in Australia. It also achieved widespread coverage in relevant UK trade press, fashion blogs and national press, through outlets like Grazia and The Daily Mail.