KerryAnn Bartle

THE OPPORTUNITY
This project involved creating a summer fashion campaign for two QIC GRE shopping centres: Robina Town Centre in Queensland and Eastland in Victoria. The “Made For Our Summer” campaign aimed to capture the essence of an Australian summer – a unique blend of blistering heat, humidity, refreshing downpours, dazzling sunshine, and even the occasional storm.

THE SOLUTION
Celebrating the Australian Summer:
The campaign highlights the distinct character of an Australian summer, with its intense sunshine, surprising downpours, and diverse wildlife. This approach resonates with Australians' deep connection to their environment and their desire to experience the season to the fullest.

Fashion for Every Aussie Summer Moment:
Recognising the unpredictability of Australian weather, the campaign emphasises practical and stylish clothing that caters to various summer scenarios. The core message is that regardless of the weather, QIC GRE shopping centres offer fashion that allows visitors to look and feel their best throughout the season.

Relatable Summer Scenes:
The campaign visuals cleverly combine wearable fashion with everyday objects and scenes embodying the Australian summer experience – like heat, humidity, and even friendly insects! This relatable approach resonates with potential customers and encourages them to picture themselves enjoying the season in style.

IMPACT
Encouraging a Summer Shopping Spree:
The campaign’s overall objective was to inspire and motivate Robina Town Centre and Eastland shoppers to embrace the Australian summer and update their wardrobes to find the perfect outfits for their unique summer adventures.

SKILLS HIGHLIGHTED
This project exemplifies my ability to seamlessly integrate various creative skills:

Art Direction: develop a visually appealing campaign aesthetic that captures the essence of an Australian summer.

Conceptual Development: brainstorming and refining the core theme of celebrating the unique Australian summer experience through fashion.

Graphic Design: designing engaging visuals that integrate fashion with relatable summer scenes.

Strategy: collaborated with the team to create a campaign strategy that encourages summer shopping at QIC GRE shopping centres.