Bringing style back to the city, Creative Director Danielle Melia takes a look at our first campaign for Westfield.
House clothes, elasticated waistbands, dodgy bottom-halves on Zoom calls. It’s not exactly been the best year for fashion. That’s why we set about to get rid of fashion fatigue with our first campaign for Westfield, Style your #InnerDeVil.
A partnership with Disney’s Cruella, the campaign positions the London shopping centres as the perfect destination for self-expression.
Igniting the Spark
With shops reopening, we were tasked with reigniting the spark for the in-person shopping experience at Westfield. To do this, we drew on our audience’s desire for self-expression; the joy of dressing up and the freedom to escape through style. And with a partnership as bold as Disney’s Cruella, we were able to push boundaries, have fun - and show our audience exactly what they’ve been missing out on.
Style your #InnerDeVil
Taking inspiration from the punk attitude of Cruella, we’ve created a cross-platform campaign called ‘Style your #InnerDevil, inviting people to transform their look at Westfield.
Bringing style and stardom to our campaign, we enlisted the help of some feisty AF talent. Ru-Paul’s Drag Race Winner The Vivienne, the original fashion influencer Susie Bubble and the stunning fashion icon Dina Tokio take centre stage on our digital out of home billboards.
Shot by up-and-coming celebrity photographer, Kaj Jeffries and styled by Lewis Munro via We are Social Studios, Cruella's character is embodied throughout the images. The influencers appear to have graffitied the campaign line #InnerDeVil on the billboard, in keeping with one of the iconic scenes from the film itself.
Time to transform
Inspired by behaviour already bubbling on social media, we created a custom Cruella Instagram filter, #InnerDeVil, that can be used to transform your drab hoodies and tracksuits into ‘brilliantly bad’ Cruella themed outfits.
Our leading influencers have invited their followers to take on the fashion challenge for the chance to win Westfield Shopping Vouchers, adding an element of competition to inspire audiences to put their best fashion foot forward.
Our #InnerDevil campaign speaks to everything that's true of fashion right now. After being locked up for a year, we're desperately craving escapism. And there's no better partnership to celebrate pure, unadulterated escapism than that between Westfield and Disney's Cruella.
The #InnerDevil campaign runs for four weeks.