WTN
WHITNEY THAI NGUYEN
My Story
A creative at heart, I’ve been drawn to storytelling from a young age, whether through writing, drawing, or bringing ideas to life.
That instinct never really left. It evolved into a career in marketing, where I get to tell stories through brands, experiences and moments that connect with people.
I’ve been lucky to work across APAC and Asia on brands like Microsoft, Bosch and Westfield, building a well-rounded foundation across digital, strategy, activations and events.
At the core of it all, I’m still driven by the same thing: creating work that feels meaningful and memorable.
My Experience
Activations
Where strategy becomes experiences, and ideas come to life.
At Westfield, I’ve delivered activations across all six centres, bringing to life experiences tailored to different audiences. From fashion and lifestyle to family and seasonal celebrations, I focused on creating moments that people could genuinely connect with.
Digital/Social Media Campaigns
There’s something powerful about bringing a brand to life on screen.
I’ve worked across digital campaigns spanning websites, apps and social media, from shaping the strategy to executing and optimising in real time. Along the way, I’ve contributed to rebrands, new business launches and large-scale rollouts, including the Stage 2 launch of Westfield Knox’s $355M redevelopment.
Events
Delivering global experiences, both digital and in-person.
At McCann, I worked on worldwide events for Microsoft, collaborating cross-functionally with internal and external stakeholders to bring complex experiences to life.
From partner programs to customer learning initiatives, I’ve led projects end-to-end, strengthening my project management and leadership capabilities along the way.
Content Creation
Turning moments into stories.
Across both in-house roles and freelance work, I’ve created content across a range of industries, building a strong understanding of what resonates across audiences and platforms. My approach blends creativity with strategic thinking to deliver content that feels both considered and engaging.
Ideas That Spark
Here, my proactive ideas take shape - concepts for businesses across digital, activations, and strategy, straight from imagination to ideation
Cadbury: Bringing Childhood Magic Back
The Challenge
Cadbury was losing relevance and needed to reconnect with consumers.
The Idea
Bring back the magic.
Nostalgic packaging, playful characters inspired by childhood dream jobs, and a Golden Ticket experience to the Cadbury Factory.
The Result
A joyful, story-led campaign that reconnects audiences with the brand.
Channels
Traditional, outdoor, digital
The Pilates (K)IT Girl Session
MECCA kit
Bringing KIT into lifestyle-led spaces, this activation blends mat pilates, yoga, and breath-work at Melbourne’s iconic beaches and lookouts. Partnering with local cafés, beachwear, and wellness brands, it creates a community-focused ecosystem that reflects KIT’s values: everyday wellbeing and connection.
Participants enjoy a guided session, followed by a curated KIT experience - Sweat Powder for recovery, a functional utility bag, and a take-home kit to extend the ritual beyond the event. Designed to be intentional, local, and shareable, it positions KIT as part of a broader wellness routine, not just a single product.
Built on insight: 71% of Australians feel closer to local businesses post-COVID, and 97% plan to shop locally, this activation embeds KIT in the community while strengthening emotional relevance and local partnerships.
Bounce into Colour
CRAYOLA
Concept
A high-energy, sensory activation where families bounce into creativity.
The Idea
Bounce. Stamp. Create.
Trampoline play meets hands-on painting, with washable Crayola paints, handprint art, and a collaborative mural experience.
Zones
Crayola branded trampoline zone bringing energy and movement for kids.
Finger & handprint paint stations allows participants to express themselves freely using Crayola paint. Canvas cards are given to use and keep.
The “Colour Wall” mural station where guests add handprints into a growing mural which becomes a keepsake or digital print.
The Result
A joyful, immersive activation that encourages creativity, connection and shareable moments.
Take-Home
Artwork, mini kits and digital memories
Handprint artwork signed “Made with Crayola”
Mini paint kit or coupon
Photo printout or QR code linking to digital mural
The Chocolate Box
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We developed a product proposal and go-to-market strategy to drive innovation and growth for The Chocolate Box. Our focus was expanding their customer base with new products while respecting the brand’s brief, boundaries, and product development considerations.
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Each month’s products are tailored for different audiences and seasonal moments. Bold visuals, unique designs, and the brand’s iconic red create emotional appeal, while partially revealed packaging teases consumers and sparks curiosity.
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We designed a fun, memorable keychain giveaway for customers spending $50+, leveraging free gifts to drive purchase. The brand also expanded its reach with a cookbook, recipe blogs, and videos, plus collaborations with influencers, strengthening customer loyalty, encouraging repeat purchases, and boosting brand exposure.
As Worn By Us Daily
BONDS
As an extension of their campaign “As Worn By Us”, I turned everyday routines into playful brand experiences, from laundromat and gym-inspired photo booths to interactive challenges. Branded props, on-site loyalty sign-ups, and shareable moments boosted engagement, social amplification, and positioned Bonds as part of Australians’ daily lives.
Laundromat Activation – Melbourne Central
A high-traffic shopping space was transformed into a minimalist laundromat-inspired photo booth, with interactive washing machines, branded baskets, and folding tables. On-site loyalty sign-ups and complimentary gifts encouraged first-party data capture and shareable content.
Gym Locker Room Activation – Westfield Knox & Australian Open
A gym-inspired photo booth turned fitness routines into immersive brand moments. Branded lockers, props, and challenges (e.g., hang from the bar for a Bonds prize) created lifestyle-focused content and boosted loyalty engagement.
Impact
Everyday routines became playful brand experiences, driving social amplification, loyalty growth, and embedding Bonds into the daily lives of Australians.
Filmspree
We built a new brand for movie fans, developing the brand strategy, positioning, visual identity, and communication approach to connect with the target audience. I produced a thoughtfully crafted video showcasing FilmSpree and what the platform offers.
A curious and creative marketer always seeking to grow, learn and make an impact
Let’s Work Together
