Woolworths
Case Studies
Woolworths 100 Years
Intro
On 5 December 1924, Woolworths Stupendous Bargain Basement opened its doors in Sydney’s Imperial Arcade. The variety store was an instant hit with customers, sparking one of the most fascinating journeys in Australian retail history. We were asked to bring Woolworths’ 100 years to life, from the roaring 1920s to the booming post-war 50s and beyond. This epic undertaking involved a multitude of projects and content creation, ending in a celebratory event that became a company milestone of its own.
Contribution
Event Management
Stage Design
Stakeholder Engagement
Contractor Management
Strategy & Planning
Research & Development
UI/UX Design
Digital Development
Creative Ideation & Execution
Creative Direction
Art Direction
Copywriting
The event of the century.
To mark the anniversary, a landmark event was held at the Sydney Showground. 5,000 team members were invited, representing every store, site and support office across the Woolworths Group.
Hype Reel
The big show.
A key highlight of the 100 year event was our live show, which was attended by 5,000 team members. The show required months of careful planning and production, as it was packed with special guests, mini-documentaries, entertainers, music and audience participation.
Walk-through museums.
At the Showgrounds, each era of Woolworths history was given its own immersive dome space. There, team members could explore historical artefacts, advertising and audio-visual experiences.
Engaging supplier activations.
The early years of Woolworths saw the birth of many iconic Australian and New Zealand products. We worked with suppliers to create unique experiences that were informative and fun for team members.
This included the design of limited-edition products presented in their original packaging.
An interactive timeline allowed team members to explore Woolworths history at their own pace. Items on the timeline included archival footage, stills and radio recordings, filled with engaging historical context.
Jaw-dropping experiences.
We combed through hundreds of hours of archival footage to create a dynamic 360 degree experience from iconic Woolworths Group TV ads. A confectionery stand, faithfully recreated from 1920s imagery, gave team members a taste of early Woolworths stores.
Stop the presses.
For those team members who couldn’t attend the celebrations in person, we created a brochure and broadsheet filled with images and stories from our various activations.
Spreading the word.
In support offices across Australia and New Zealand, we created posters and digital screens celebrating key moments and people in Woolworths’ 100-year history.
Measuring Success
We delivered a safe, informative and engaging event for 5,000 attendees. Across various divisions, states and even countries, team members enjoyed a sense of belonging as they united behind the Woolworths Group’s purpose. Using a Woolworths 100 Year app, team members shared thousands of photos and positive messages across the event.