Dame Edna celebrates her three favourite ‘F Words’ in new Westfield campaign via Sibling
Scentre Group revealed Westfield’s Family campaign via Sibling Agency, 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.
Says Bill Burton, Group GM brand and media experience, Scentre Group: “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.
Scentre Group will launch the AW17 integrated national fashion campaign through Sibling Agency, the purpose-built full-service agency offering established by WPP AUNZ dedicated to the Westfield brand.
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 Level Two
Fashion Consultant: Jess Blanch
18 Comments
this is the stupidest campaign I have ever seen.
I mean, seriously, what the actual hell were you people thinking when you created this?
Did no one at any point think to ask ‘is any part of this any good?’
What was that all about?
Seriously, what hell is going on….
Dear Westfields get this off the air immidiately. This is embarrassing. A convoluted mess. The words dont match the sound dont match the talent dont match the over exposed Dame Edna. Put this away please.
Umm, what is this about? Looks like it’s indulging someones model fantasy
Ahhh ….. no!
Ok guys, spill the beans! Who secretly loves the Spice Girls’ ‘Wannabe’ video clip?!
Why the criticism? That film captures my Westfield shopping experience exactly and precisely.
This is just absolute fucking gold. It literally made me laugh out loud. Top shelf. I need to watch it again.
Simply put, this is an embarrassment to our industry.
WHYYYYYYYYYYYYY?
Once, I was on this cheesy sunset cruise where the prawn cocktail had stood in the sun way too long before serving.
I was about 14th in the queue for the toilet, and when I finally got my turn an hour and a half later, my bum literally exploded.
I’ll never speak of the horrors that I witnessed in that bathroom that day.
But they were nothing compared to this.
I think this build up of pink residue around the edges of my reused Voss waterbottle might actually be LSD.
Dear ad industry,
Please stop it with the ‘film’ thing.
Scorsese, Spielberg, Cameron = film
You = ads
If longer than 30 seconds = long ad
Thanks,
The Real World
@KGB
BUT Its a ‘Hero film’ for fucks sake. It aint no normal film.
Oh and for the record – this is perhaps teh biggest waste of money I’ve ever seen in advertising – and that is saying a lot.
And probably the worst, yes the very worst, clothes I have ever seen. All looks like pantomime stuff
This now takes our industry to a new low.
Terrible forced direction. Terrible idea and badly executed. Everyone involved take a good hard look at yourselves in the mirror. Can anyone explain the idea?
Dude with the man bun though, Brilliant casting.
So so bad. Enough said.
The first 5secs is the most important.
So a 10sec logo at the top of the video is maddening.
However, it was probably the best part of the whole video. So well played. Hopefully it gave everyone enough time to leave.