KerryAnn Bartle

THE OPPORTUNITY
This project involved creating a spring fashion campaign titled “In Full Bloom” for Grand Central Shopping Centre in Toowoomba, Queensland. Toowoomba’s long, cold winters make the arrival of spring a highly anticipated event, with locals eagerly embracing the opportunity to celebrate the new season and explore the outdoors.

THE SOLUTION
Leveraging the Carnival of Flowers:
To capitalise on the excitement surrounding spring, the campaign strategically aligned with the renowned Carnival of Flowers, a beloved tradition that attracts both locals and tourists. This synergy between the campaign and the wider community festivities fostered a sense of connection with the Toowoomba spirit.

Creating a Spring Festival Experience:
Grand Central Shopping Centre aspired to be more than just a retail space; it aimed to serve as a vibrant community hub. The “In Full Bloom” campaign reflected this philosophy by transforming the centre into a bustling “Spring Festival” destination. This involved hosting events, showcasing spring fashion trends, and offering special promotions – all designed to enrich the shopping experience and resonate with community values. After the photo shoot, the flowers used in the campaign were donated to hospitals and aged care centres, spreading a touch of spring cheer to those who might appreciate it most.

IMPACT
Celebrating Spring’s Renewal:
The “In Full Bloom” campaign aimed to capture the essence of spring in Toowoomba. By leveraging the city’s love for the season and aligning with the Carnival of Flowers, the campaign positioned Grand Central Shopping Centre as a central hub for the Toowoomba spring experience. This approach not only promoted spring fashion but also celebrated the overall sense of renewal and rejuvenation associated with the season.

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 a Toowoomba spring.

Conceptual Development: brainstorming and refining the core theme of celebrating spring and aligning with the Carnival of Flowers.

Graphic Design: designing engaging visuals that reflect the campaign’s theme.

Strategy: collaborated with the team to create a campaign strategy that positions Grand Central Shopping Centre as a central hub for the Toowoomba spring experience.