Westfield has unveiled its biggest and most diverse brand work to date in its latest campaign.
The Family campaign showcases over 140 fashion and lifestyle retailers and is fronted by Dame Edna.
It features a cast of real families, spanning four generations aged 3 to 82.
The campaign film will be available in two versions.
The first is a musical edit with a reimagined version of the Icehouse’s iconic, We Can Get Together, by ambassadors Say Lou Lou.
The hero is a special Dame Edna VO edit, scripted by the Dame herself.
Scentre Group media executive Bill Burton said the campaign is a record-breaking initiative.
“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.
"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 promotes all channels and its 35 shopping centres.
The integrated campaign will appear across earned, owned, and paid channels.
This includes:
- 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