Real Londoners to feature in Westfield Christmas campaign

Westfield's Christmas photobooth to capture real Londoners
Westfield's Christmas photobooth to capture real Londoners

Shopping centre group Westfield has announced its 2014 Christmas campaign will feature a photobooth activation capturing real portraits of Londoners.

Westfield’s Christmas Before Christmas campaign, launching on 3 November, aims to build on what people enjoy about the festive occasion in the two months beforehand.

The experiential photobooth activation, conceived by agency Portas, will go on tour to Westfield’s shopping centres in Shepherds Bush and Stratford during November, as well as landing at Waterloo station on 17 November and Winter Wonderland on 22 November.

Participants who have their picture taken in the photobooth will also have the opportunity for their photo to be featured in the brand’s out-of-home campaign and on Westfield’s owned digital channels.

Anthony Cassidy, creative director at Portas, said: "Christmas is the UK’s Super Bowl of advertising and so we needed a powerful insight to help us make a mark. The campaign was born out of the insight that Christmas is a whole season, not just a day, and that people have the most fun on the run up to the big day."

The activity forms part of a wider integrated campaign involving print creative, which will feature six sets of real and relatable characters including the cool couple, the cheeky girl, mum and son, dad and sons, the brothers and mum and daughter. The portraiture of each set of characters is supported by a strapline on what different Christmas experiences mean to them.

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