chadstone 60

In its 60th year, Chadstone invited past and present visitors to share their memories of The Fashion Capital throughout the year to mark the special milestone.

The campaign kicked off with a morning tea media call on June 24 to unveil the next phase of The Fashion Capital's ever-evolving footprint. To launch Chadstone's 'Step Back in Time' campaign, we engaged Kaye and Graeme Andrew, who met at Chadstone working at the State Bank of Australia in 1968. The local couple are the embodiment of sentimental recollections, and still visit Chadstone today with their three children and five grandchildren. The campaign concluded with the release of a short film that explored Chadstone's rich history and evoked waves of nostalgia, fronted by iconic Melbourne news presenter, Peter Hitchener.

Throughout Chadstone's 60th year campaign, RB produced content and press outcomes, including national coverage across The Herald Sun, The Age, The Australian, and The Sydney Morning Herald, as well as Channel 7, 9 and 10.