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Being “More Extra, Less Ordinary”

#Group News
Westfield and Rosa Paris launch a dynamic brand advertising campaign under Westfield’s new signature “More Extra, Less Ordinary”.

With a new brand positioning and creative direction, the campaign aims to promote Westfield Flagship centres as lifestyle & entertainment destinations bringing new opportunities for people to live meaningful & memorable moments.

Driven by the idea that life is more interesting when it’s full of exploration and surprises, Westfield embodies “More Extra, Less Ordinary” to highlight the values of serendipity, discovery, and togetherness which are at the very heart of its value proposition. The creative expression champions the diversity of the communities in which Westfield operates and the various unique experiences offered at its destinations.

The «More Extra, Less Ordinary» campaign is launched in November to kick off the 2022 holiday period across print, digital and out of home; and be deployed across the 23 Westfield centres in 12 countries in Europe.

Rosa Paris is appointed as lead agency for Westfield
The “More Extra, Less Ordinary” campaign is the debut of the collaboration between Rosa Paris and Westfield, following the appointment of Rosa Paris as Westfield’s lead advertising agency. Rosa Paris will be responsible for the redefinition of the Westfield brand platform and creative expression, while developing key campaigns and coordinating regional efforts. The appointment follows a global pitch process organized by the Westfield marketing team to select the advertising agency to support Westfield’s brand transformation.

Lou Escobar chosen to shoot the first “More Extra, Less Ordinary” campaign
For «More Extra, Less Ordinary», Rosa Paris and Westfield chose Lou Escobar, a photographer with a colourful and vibrant photographic style to shoot the campaign. Lou has a strong ability to capture lifestyle moments with a modern, dynamic, and human driven perspective. She aimed to show diversity and shoot in real places among the Westfield centres to display the reality of the experience. Her work included shooting both pictures and video of each frame to allow a high level declinability of the assets. This approach nourishes a multichannel media approach, allowing each region to develop locally its own media strategy launch plan (TV/Cinema/Digital/In-mall), but with a brand consistency at the end to unify the global brand territory.


Chief Customer Officer URW: Caroline Puechoultres
Chief Marketing Officer URW: Frédérique Cochi-Beyot
Senior brand & media manager URW: Jéremy Beaumont
Brand Strategy advisor for Westfield: Ludovic Patsouris
Junior brand & media executive URW: Maxence Roussel

Co-founders: Jean-Patrick Chiquiar, Jean-François Sacco, Gilles Fichteberg
Vice President: Sacha Lacroix
Consulting Director: Lola Abourmad
Account Director: Marion Sauvanet
Account Manager: Amaury Lopez
Account Executive Manager: Cyrille Tang
Junior Account Manager: Mina Guergerian
Copywriters: Hélène Boudin, Alexis Dumont
Art Directors: Mathilde Colson, Hanna Diraison
Art Director Assistant: Justine Jeauffroy
Motion Design: Franck Rakoto
Strategic Planner: Valentin Lefebvre
Head of TV Prod: Elodie Jonquille
Art Buyer: Phitsana Dieu
TV Prod Assistant: Sawana Sadapseng
Director / Photographer: Lou Escobar
Production: DIPLOMATS
Post Production: FIRM
Sound Production: SCHMOOZE
Music: Chris