100 years Style London was designed to bring attention to the grand opening of the Westfield shopping centre in Stratford City, London. Directed by Jake Lunt of The Viral Factory, 100 years features a jump cut sequence which takes the viewer through 100 years of East London style.

Within a 1 month, 100 years has clocked up over 2.5 million views and has been shared on Facebook almost 500,000 times. Although targeted to London lifestyle, the video has proven to be popular all over the world including places such as Asia, South America and Africa.

100 years doesn’t feature any branding other than the date of the grand opening Tues Sept 13, which appears at the end of the video in Westfield’s proprietary typeface. Westfield gets away with this because of the buzz they built up around the opening via their very successful social media campaign, Create Your Own Take. To find out more about this campaign, have a look here.

Ultimately, 100 years/Style/London has been wildly popular because it features great content for its fashion loving target audience, which in turn generated great conversation.