Mother in focus: Westfield's latest autumn campaign

  • Advertising
  • March 6, 2018
  • The Register Team
Mother in focus: Westfield's latest autumn campaign

Scentre Group’s latest autumn campaign, ‘Whatever your priority, you’re ours’, pulls at the heartstrings as mothers are brought front and centre in celebration of the newest season and Mother’s Day.

Launching the autumn campaign in Westfield shopping centres, Scentre Group has made an effort to focus on one of its biggest core groups – mothers. And as Mother’s Day falls within the season, it's perfect timing to reflect on the women that they are celebrating. A diverse mix of families within the campaign also shows an all-inclusive consumer, from various walks of life.

Dana Ridge, head of content, Scentre Group says 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.”

Retailers such as Bonds, Adairs, Bed Bath N Table, Country Road, Ella Bache, H&M and Karen Walker are just a few that are featured in the campaign. As the season kicks into gear, Westfield’s Fashion Weekend will also be held on March 10 and 11. The weekend includes activations, exclusive sales and a starting point for customers looking to shop for the upcoming season.

The campaign will launch in 39 Westfield malls around Australia and New Zealand, with the film being brought to life on its own networks including SmartScreens and SuperScreens found in the centres.

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.

This story was originally published on The Register.

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