The Easter Odyssey for Westfield: story becomes experience across media

In today’s competitive landscape, seasonal activations can no longer be simple decorations or basic scavenger hunts. To truly capture attention and engagement, brands must craft immersive narratives that invite audiences to participate across various touchpoints.

In 2025, Westfield partnered with VOKODE to turn their Easter campaign into an interactive storytelling adventure. The result: The Easter Odyssey, an experience blending physical, digital, and AR interactions  proving that when creativity is liquid, engagement becomes unforgettable.

The challenge

Westfield approached VOKODE with a clear goal: “Transform the traditional Easter egg hunt into a meaningful, multi-layered experience that drives participation, emotional connection, and revisits.”

The solution needed to appeal to families, tech-savvy younger audiences, and casual visitors alike  all while integrating emerging technologies and maintaining narrative consistency.

The Sspark: from simple idea to story-driven mission

The brief was simple: Easter. But the idea evolved quickly.

“What if Easter wasn’t just a hunt, but an intergalactic rescue mission?”

We imagined the Easter Bell as a spaceship in distress. Its captain, Padmé the Bunny, needed help to rescue missing crew members  including Chuck the Chick and other colorful egg-shaped characters.

This narrative gave purpose to every action participants would take.

Easter Odyssey Campaign for Westfield

The concept: The Easter Odyssey

Instead of isolated activities, we developed a unified story-world where audiences became heroes. Their mission:

“Embark on an Easter mission, solving clues while earning exclusive rewards in real-time!”

Participants uncovered hidden clues, rescued the crew, and collected rewards  becoming active players in the Easter Odyssey.

The execution: crafting a story across touchpoints

The story wasn’t told in one place or through one medium. It was designed to flow across physical spaces, digital channels, and immersive experiences.

(The images and 3D CGI characters displayed throughout the mall from Padmé the Bunny to the egg crew, were developed by VOKODE’s team as part of a cohesive design system.)

Easter Odyssey Campaign for Westfield

Why it worked: the power of narrative consistency

What made The Easter Odyssey stand out wasn’t just the technology or the visuals. It was the narrative coherence across all touchpoints.

Whether players encountered the story through AR, social posts, or physical installations, the message remained consistent:

• You are the hero.
• Your actions matter.
• The story evolves with your participation.

This cross-channel storytelling kept audiences engaged and created emotional investment, not just one-off interactions

FOOH of Easter Odyssey Campaign for Westfield

Key takeaways for brands

1. Stories create meaning. Campaigns are momentary. Stories endure.
2. Consistency builds emotional connection. Audiences crave familiarity as they explore new formats.
3. Liquid creativity drives engagement. When ideas flow across physical, digital, and experiential worlds without losing coherence, participation, and brand loyalty increase.
4. Technology amplifies, but narrative leads. AR, CGI, AI, and FOOH are powerful tools, but they must serve the story, not the other way around.

Conclusion

The Easter Odyssey wasn’t just an activation. It was a proof of concept: a demonstration that ideas, when shaped into flexible and coherent narratives, can travel across physical, digital, and experiential spaces, creating lasting brand experiences.

At VOKODE, we don’t just design visuals or build experiences. We craft liquid narratives that connect, adapt, and endure across every touchpoint where your audience lives.