NorthWest Shopping Centre has launched a captivating new brand campaign, warming the hearts of the locals.
The creative, developed by Freemans Bay indie agency Central Station, uses the concept ‘Our Back Yard’ to position the centre as ‘the best of local’ — everything West Aucklanders desire, right on their doorstep.
Brought to life through stunning imagery captured by fashion photographer Olivia Hemus, the campaign evokes local pride in West Auckland’s scenery and outdoor attractions, while showcasing the urban lifestyle through the extensive shopping and dining options on hand.
NorthWest Shopping Centre Marketing Manager Katherine Wilson says the objective was to highlight the centre’s 130 retail outlets and 20 dining experiences in a unique, memorable way.
“We’re located next to the North-Western and Upper Harbour motorways, which is great for shoppers, but we wanted our shopping centre to sell itself on more than just convenience,” she says.
“We really feel we have the best of everything here — from beaches and vineyards to shopping and lifestyle. Central Station have captured that message in a sophisticated, beautiful way, using just three words.”
Central Station’s Josh Lock says the campaign is a culmination of five months’ work, since winning the NorthWest account in a competitive pitch in February 2022.
“It’s been a dream working with a client in such a collaborative way,” he says. “Partnering with the NorthWest Shopping Centre team, we’ve been able to connect the centre’s retail and dining experiences to the local values, pushing a sense of community pride.”
