Scentre Group Reaffirms Its Vows With Mums

Scentre Group Reaffirms Its Vows With Mums

Mums are at the heart of the season in Scentre Group’s latest Autumn ’18 campaign, titled ‘Whatever Your Priority, You’re Ours’.

Casting a diverse mix of families, the campaign captures the various moments that all mums can relate to but are aspirational enough to entice and inspire her throughout autumn. From morning, through to night, a tapestry of everyday moments are brought to life, culminating in a vibrant backyard movie night.

Dana Ridge, Head of Content, Scentre Group said, “Mums are core to Westfield, and with Easter, school holidays and Autumn’s crescendo, Mother’s Day, falling within the season, we not only wanted to support mums, but celebrate them. Steering clear of stereotypes, we wanted to show how she effortlessly switches between roles, from cooking with the kids and experimenting with the latest fashion, to catching up with her mum tribe – all while still staying true to herself.”

Directed by Jasmin Tarasin, the integrated Autumn campaign will launch in all 39 Westfield centres in Australia and New Zealand, leading with Westfield’s powerful owned network including SmartScreens, SuperScreens, web, email and social, in addition to earned and paid.

  • Broadcast across the Westfield connected network of 1,500+ SmartScreens and SuperScreens
  • Channel 9 Catch-Up (AU only)
  • Digital buy across YouTube, social and mobile
  • PR and social across 75+ social channels

Westfield has partnered with the country’s leading women’s network, Business Chicks to launch a national series of events, Westfield Women in Conversation. Talking to the passion points and interests of mums, each event will be multi-faceted to provide education, entertainment and inspiration.

“Giving back to our Westfield mums this season is core. Our partnership with Business Chicks will allow us to really bring this to life in a way that is meaningful for mums across the country.”

“Spearheading the series will be carefully curated guest speakers from the spheres of media, wellness and fashion, who will share with our Westfield mums their own authentic experiences of personal and professional growth and what motherhood means to them,” continues Ridge.


To kick off the season, Autumn will also see the return of Westfield’s highly anticipated Fashion Weekend over Saturday 10 and Sunday 11 March. A bi-annual event, the weekend will incorporate two days of centre-wide activations, sales and offers across fashion, beauty and wellness, offering customers an opportunity to get ready for the season.

Scentre Group will launch the Autumn ‘18 integrated national campaign with Sibling Agency, the full-service agency offering established by WPP AUNZ dedicated to the Westfield brand.

Retailers featured in the campaign include:

The Autumn ’18 campaign features looks, accessories, beauty, home ware and kids wear from brands including Alice McCall, Bec & Bridge, Bailey Nelson, Bardot, Bardot Junior, Bonds, Adairs, Bed Bath N Table, Country Road, Ella Bache, H&M , Karen Walker, Mecca, MIMCO, MJ Bale, Muji, Peter Alexander, Typo, Witchery, Wittner, Zara and Ziera shoes, all available to buy at Westfield shopping centres. The new season items can be viewed at


Creative: Sibling Agency

Managing director: Mandy Galmes

Head of creative: Jennie Ko

Art director: Roberta Cicerone

Head of production: Elissa Maine

Group account director: Sarah Hazen

Senior account director: Caz O’Neil

Media director: Brett Carson

PR director: Laura Barette

Head of studio: Grant Hendren

Production: Photoplay

Director: Jasmin Tarasin

Producer: Emma Thompson

Director of production: Chris Miles

Editor: Gabriella Muir

Production: Jack Nimble

Content creative directors Adam Wise and Angus Mullane

Post-production: Alt.VFX

Photographer: Corrie Bond

Stylist: Nicole Adolphe

Hair and make-up: Claire Thomson


Please login with linkedin to comment

Scentre Group Westfield

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]