Dame Edna Celebrates Her Three Favourite “F Words” In Latest Westfield Campaign

Dame Edna Celebrates Her Three Favourite “F Words” In Latest Westfield Campaign

Scentre Group revealed Westfield’s Family campaign showcasing over 140 fashion and lifestyle retailers in it its biggest and most diverse brand work to date.

The campaign celebrates fashion for all ages with a cast of real families, spanning four generations aged 3 to 82. The ultimate matriarch and self-proclaimed fashion icon, Dame Edna brings together this eclectic mix of fashionable modern Australian families.

The campaign film will be available in two versions – a musical edit with a reimagined version of the Icehouse’s iconic, We Can Get Together by ambassadors Say Lou Lou plus a special Dame Edna VO edit, scripted by the Dame herself.

Bill Burton, Group GM Brand and Media Experience, Scentre Group said: “This is our boldest campaign to date. Aligning with the new Autumn/Winter season drop, we’ve represented more retailers and products, across more categories than ever before.

“Westfield has, for nearly 60 years, brought together family, food and fashion and that’s what this campaign celebrates. By working with real families we’ve set out to capture the chaos and warmth of a big family get together and we hope this will resonate strongly with our customers of all ages.

“The huge mix of retailer’s products, in the latest season trends, reflects the way our customers increasingly mix and match their fashion from high street to luxury.”

The campaign signals a shift in strategy for the brand as it evolves to deliver a seamless brand experience across all channels and its 35 shopping centres. The integrated campaign will appear across earned, owned, and paid channels:

  • 1000+ outdoor advertising sites nationally; large format and street furniture
  • Broadcast across the Westfield SmartScreen & SuperScreen network – over 1300 screens
  • Digital buy across YouTube, Facebook & fashion lifestyle sites
  • A custom publication and digital partnership with Grazia for their first issue as they return to print in a new, premium format PR and social media, including a 360° video and native content on westfield.com.au

The campaign shows key seasonal looks from international and Australian designers including Carla Zampati, Bec & Bridge, Sass & Bide, Gucci, Givenchy, Paul Smith, Salvatore Ferragamo, Cotton On, Seed, Country Road, Witchery, Betts, CUE, Veronica Maine, Zara, H&M, Trenery, Top Shop, MJ Bale and more. The new season collections, family stories, and videos can be viewed at www.westfield.com.au/fashion.

At Westfield and online, customers can enjoy an immersive 360° experience which invites viewers to have a seat at the Westfield family table for an intimate lunch alongside the campaign’s stars, hosted by Dame Edna who offers her own colourful commentary.



Sibling Agency

Managing Director: Mandy Galmes

Creative Director: Penny Buck

Senior Art Directors: Jennie Ko / Annabelle Gaspar

Group Account Director: Vanessa Boueyres

Project Lead: Sarah Hazen

Senior Project Manager: Caz O’Neil

Media Director: Brett Carson

Media Context Manager: Lucy Evans

Media Context Executive: Stephanie Lee

PR: Shruti Dhalwala / Greg Vekiarellis

Head of Production: Abby Hunt

Integrated Producer: Emily Fitzpatrick

Junior Producer: Manuela Leigh

Head of Studio: Grant Hendren

Production Company: The OTTO Empire

Director: Sophie Edelstein

Executive Producer: Jo de Fina

Producer: Peter Kearney / Sophie Woods

Photographer: David Mandelberg

Stylist: Caterina Scardino

Post Production: The Editors

Sound Production: Nylon

Retouching: Capture Lab 360°

Film: PLaTO Reality

Casting: Toni Higgenbotham

Music Supervision: Karl Richter

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