When the brief came through, Woolworths was in the middle of updating its overall look and feel. The task was to create a standalone TV campaign that would encourage people to embrace a new way of shopping. The challenge was to communicate this shift in style and approach in a way that was engaging, clear, and aligned with Woolworths' evolving brand identity. We needed to highlight the benefits of the new shopping experience while ensuring the campaign resonated with their audience and felt fresh yet familiar.
Sweet tidbit. The idea of change came from listening to David Bowie's song Changes.