Scentre Group has launched its SS16 fashion campaign ‘The Front Line’ across 35 Westfield shopping centres nationwide. The fully-integrated campaign has been activated across earned, owned and paid channels include its website, 1,200 Westfield Smartscreens, a partnership with Vogue Australia, YouTube and social media.
In line with its launch, a 360° behind-the-scenes film has been released documenting seasonal trends from all angles. ‘The Front Line’ features a host of domestic and international brands including Sass & Bide, Gucci, Givenchy, Paul Smith, Ted Baker, Saba, Ginger & Smart, Cotton On and MJ Bale.
Emma Balfour, Ollie Henderson, Mattia Harnacke and Yaya Deng have also been enlisted as Westfield style ambassadors.
Scentre Group and Westfield will track success of the campaign using the hashtag #JoinTheFrontLine.