Vicinity Centres Appoint Fabric, Launches Uplifting Christmas Campaign

Retail property group Vicinity Centres has appointed TBWA\Sydney Group’s Fabric as its lead creative agency after a competitive pitch.

“We’re continually delivering unique and memorable retail experiences for our customers and are thrilled to leverage Fabric’s expertise to truly capture the essence of impactful and exciting brand experiences for Vicinity’s Premium Centres in NSW and Qld”, said Corrine Barchanowicz, Head of Brand Marketing and Experience (Premium).

Under the new partnership, Vicinity has launched a Christmas campaign, ‘Where There is Light,’ emphasizing the joy of being able to reunite with friends and family again.

 
 

The campaign taps into Australians’ collective desire to find light this Holiday season; whether it is the feeling of lightness created by emerging from homes and returning to stores, the warmth and luminescence of the season, or being lit up by reuniting with family and friends. It also signals the hope and optimism felt by many consumers based on significant research from over 2000 people across the country.

“Our intent was to ignite a new era of retail for the Vicinity brand with ‘Light’ being our vehicle for hope and a fresh start coming out of what has been a trying time for the industry,” Keenan added.

 
 

Credits:

Brand: Vicinity Centres
Director of Marketing: David Henderson
Head of Brand Marketing and Experience: Corrine Barchanowicz
Regional Brand Experience Manager: Daniella Manuel
Creative Agency: Fabric
Production Company: Collider (Film)
Managing Director/Executive Producer: Rachael Ford Davies
Executive Producer: Renae Begent
Producer: Belinda Dean
Director (Film): Suzanne Kim
DOP: Christopher Miles
Stills Photographer: Darren McDonald
Stylist: Bridie Gilbert
Post production: Bolt
Editor: Matt Osborne
VFX: Ken Liu
Colour/Grade: Trish Cahill
Music: Electric Sheep

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