dentsu gives Pandora a giant pearl takeover at Westfield Sydney

Pandora has gone big for the launch of its new Pandora Wonders collection, suspending an oversized pearl installation inside Westfield Sydney as the centrepiece of a new campaign with dentsu.

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The Sydney activation was developed with dentsu media and Scentre Group BrandSpace. It combines the suspended installation with visual merchandising, digital SmartScreens and SuperScreens, and a Westfield-led consumer promotion.

From Westfield Sydney to the eastern seaboard

The campaign promotes Pandora Wonders, a collection of limited-edition charms finished with freshwater baroque pearls and 14 carat gold plating.

Outside Westfield Sydney, Apparition Media created murals featuring 3D pearls at high-profile sites in Melbourne and Brisbane. Street posters also rolled out across the eastern seaboard.

The wider national media plan includes CTV roadblocks, premium digital screens and high-impact social formats. dentsu said the connected approach was designed to move audiences from discovery through to purchase.

Jess Donovan, Marketing Director at Pandora, said: “Pandora Wonders celebrates the beauty of self-expression through meaningful design, and we wanted the launch to reflect that same sense of creativity and discovery - anything but ordinary.

“Dentsu understood that we wanted to inspire curiosity and celebrate individuality, like how the Pandora Wonders collection invites people to embrace creativity, express themselves, and find wonder in every detail.”

dentsu pushes beyond traditional formats

Joe Gannon, Senior Client Director at dentsu, said the campaign was an opportunity to take the brand beyond conventional media placements.

“We are always looking for opportunities to push media thinking beyond traditional formats and create standout brand experiences for our clients.”

Gannon said Scentre Group BrandSpace was instrumental in delivering the suspended installation “with the precision it required”.

The campaign’s initial results have surpassed paid-media reach and engagement targets, according to dentsu. It has also driven some of Pandora’s highest site traffic numbers year-to-date, although specific figures were not disclosed.

Turning retail media into an experience

Jarrod Jenkins, Group Manager, Strategy & Solutions at Scentre Group BrandSpace, said the installation demonstrated how retail environments can be used to create more immersive brand experiences.

“We're always developing innovative ways to help brands engage customers while enhancing the customer experience and delivering value for our business partners. The Pandora Wonders installation at Westfield Sydney, supported by our Scentre Group BrandSpace integrated media network, was a great example of our approach.”

The Pandora Wonders collection is available now at selected Pandora stores nationally and online.

Campaign credits: Pandora (client), dentsu (media), Scentre Group (installation), Rev360 and Apparition Media (OOH).