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


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