The Most Magical
Gift Shop

Client: Lifeblood Australia & Westfield
AGENCY: WhiteGREY
Year: 2023

THE AIM

Westfield is all about bringing to life the magic of Christmas. It’s the season where centres are decorated larger than life, they host family-fun activities and shoppers race to down the perfect gifts.

This year we proposed Westfield should celebrate Christmas with the community in the most magical way…

APPROACH

In order to give back, we looked at where help was needed in Australia.
One of the most glaringly obvious areas was in blood donations. At the time Lifeblood had seen a dramatic drop in donations, which meant that during busy seasons like Christmas Australia’s emergency health departments were going to be under the pump. We approached Lifeblood with a cause that swiftly became our biggest passion - let Westfield host
‘The Most Magical Gift Shop’.

We built a pop up blood bank within Westfield Sydney to enable shoppers to give the ultimate gift this Christmas. We drew particular focus from Lifebloods’ core message - one blood donation could save up to three lives, and created an interactive experience that encompassed giving three gifts this Christmas.

We made it easy for a whole community to give back in the ultimate way.

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    The Red Room became the initial touch point of this immersive experience. Reflective music calmed the environment while shoppers took in the inscription on the wall
    ‘You blood donation could save up to three lives.
    Now, that’s pretty magical.’

  • ✺

    Like a memorial wall, we created a series of cards that educated potential donors on the uses of donor blood, giving thanks and even some testimonials.

  • ✺

    As a small reminder of the gratitude Lifeblood recipients would feel, we gifted donors a little red box to place under their tree until Christmas morning. Unwrapping their present, they would be reminded of the wonderful gift they’d given this year.

We got the word out

* The Most Magical Gift Shop attracted over 6600 donors during the month-long campaign, gaining traction through social media CTAs and ‘come along for the journey’ videos.