The objective of this campaign was to bring an energetic feel to the Westfield Shops at the Oculus in New York City and welcome people back to the site after COVID restrictions were lifted.
The “But First” campaign featured a series of ads highlighting the many different ways people can enjoy the Westfield Shops at the Oculus. The ads featured real people in everyday situations, such as rushing to a meeting, exploring the city, or heading home from work. The ads all began with the tagline “But first,” followed by a suggestion for something to do at the Westfield Shops at the Oculus, such as getting a coffee, having lunch, or shopping for a new outfit.
The “But First” campaign also creates a sense of place. The ads don’t just promote the Westfield Shops at the Oculus as a place to shop but as a place to relax, socialize, and enjoy the city. This is particularly important in a post-COVID world, where people are looking for places to connect with others and feel safe and comfortable.
The “But First” campaign successfully achieved its objective of bringing new energy to the Westfield Shops at the Oculus and welcoming people back to the site.
