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Yesterday, the Creative LIAisons program embarked on a groundbreaking design thinking workshop titled “Create 4 All of Us,” hosted by AKQA in collaboration with Westfield ANZ and an entertainment brand. This high-stakes event challenged thirteen teams, each comprising ten Creative LIAisons attendees from around the world, to ideate, create, and pitch enduring phygital experiences for Westfield ANZ and an entertainment brand. The workshop leveraged the knowledge and skills the participants had honed in Las Vegas.
The workshop kicked off with high energy, led by Tara McKenty, Chief Creative Officer at AKQA ANZ. She was joined by Amy Copley, Head of Marketing, Brand & Communications at Scentre Limited Sydney; Richard Schmid, Head of Marketing, Activations & Brand Partnerships at Scentre Limited Sydney; Jacqueline Waine, General Manager, Marketing & Community at Scentre Limited Sydney; and Justine Leong, Managing Director at AKQA Australia. Together, they guided the teams through a series of creative exercises designed to push the boundaries of phygital innovation.
Exploring the Phygital Frontier
The workshop began with teams framing “How Might We” statements, providing a structured approach to tackle the brief presented by Westfield ANZ and the entertainment brand. They received a rapid introduction to the concept of phygital experiences, which blend physical and digital elements to create immersive consumer engagements. This was followed by a “Crazy 8” ideation session, where each team generated eight ideas in eight minutes, encouraging quick thinking and creativity.
As teams crafted their pitches, experts circulated to offer feedback, encouraging participants to refine their concepts. “Give it your best shot. We’ll bring your best ideas to life,” challenged McKenty, hinting at the potential for these ideas to achieve recognition, possibly even winning a Grand LIA in the future.
Innovative Pitches and Creative Excellence
Throughout the day, teams worked on a live brief that required them to develop phygital activations or innovations that would position Westfield ANZ as a hub for creation, sharing, discovery, inspiration, and connection. The goal was to entice more visitors to spend time offline at Australia and New Zealand’s premier lifestyle and entertainment destinations, leveraging the entertainment brand’s franchises.
The facilitators from AKQA, Westfield ANZ, and the entertainment brand were impressed by the ingenuity displayed. They evaluated each pitch based on concept, context, and scale, noting how swiftly participants applied the week’s lessons.
“We are thrilled at the quality of ideas from the talented LIAison creatives. It’s an amazing program and it’s been a pleasure to attend alongside our incredible agency partner AKQA,” said Jacqui Waine, General Manager Marketing and Community at Scentre Group.
Recognition and Future Prospects
In the end, Team Wynners emerged victorious with their engaging concept, “Screen Time,” while teams Double Down and Triple Sevens secured the first and second runner-up positions, respectively. Team Merger received a special commendation for their outstanding presentation skills, and Teams 9 and 10 also earned special mentions for their innovative ideas.
Reflecting on the event, McKenty remarked, “Every year the bar gets higher. It’s thrilling to watch mentees solve problems with fresh thinking, often in ways even seasoned pros wouldn’t consider.”
This workshop not only showcased the creative potential of the participants but also underscored the growing importance of phygital experiences in the retail and entertainment sectors. As businesses increasingly seek to engage consumers through innovative means, events like these highlight the value of fresh perspectives and collaborative problem-solving.
Looking ahead, the ideas generated during this workshop may well influence future developments at Westfield ANZ and beyond, as companies continue to explore the intersection of physical and digital realms.
