The campaign will run across media channels including OOH, print, digital display, social and in-centre touchpoints including an artistic installation from street artist Mr Oliver Switch, inspired by the film. The campaign celebrates a fashion revolution, in the de-vilish spirit of “Cruella,” to a stylish comeback to the world of shopping.
Winner of Rupaul’s Drag Race UK, The Vivienne, Instagram star Dina Tokio and influencer Susie Lau will go from ‘drab to bad’, as they style their #InnerDeVil in outfits inspired by the villain herself all sourced from Westfield’s extensive array of fashion retailers.
The content will run on OOH and Instagram, amplified with a bespoke De-Vilish Cruella Instagram filter for consumers to take on their own styling challenge to reveal their #InnerDeVil. There is also a chance to win one of 10 £250 gift vouchers to spend at Westfield.
Building on the longstanding collaboration between Westfield and Disney, 'Fitting In Is So Last Season' follows successful creative campaigns designed to bring unique experiences and memorable moments to Europe’s largest shopping centres.
“We’re encouraging everyone to channel Cruella and show off their Inner DeVil with style as we return to shopping, dining and more. After so many months spent inside, we know that consumers are ready for some fashion reinvention and so we can’t wait to see their reaction to the campaign. We’re once again thrilled to team up with Disney to bring the bold fashion of the film to life across London and particularly to visitors to Westfield London and Westfield Stratford City" said Harita Shah, Marketing Director UK and Creative, Media, Events, & Brand – Europe, Unibail-Rodamco-Westfield.