Dame Edna raises a glass to family, food and fashion in latest Westfield ad

Westfield is showcasing its fashion and lifestyle offering, with an ad featuring Dame Edna and ‘real’ families as they “toast” to family, food and fashion.

Created by Westfield’s Sibling Agency, the campaign features Australians ranged from three years old to 82 with Dame Edna, as they share a meal in clothing labels found at Westfield shopping centres.

The first ad includes a musical edit with a version of the Icehouse’s We Can Get Together and ambassador Say Lou Lou.

Dame Edna, aka Barry Humphries, is joined by a several families who gather themselves from different rooms in an old house to the kitchen before they come together, laugh and enjoy a meal.

A second ad is a Dame Edna edit, scripted by herself as she talks about her “quaint weather-board” home and her dinner guests who she styled herself. At the end of the ad spot she toasts to her favourite things, ‘family, food and fashion.’

As part of the launch, Sibling Agency also created 360 lunch video, where Dame Edna talks about herself as “Australian fashion” and raises a glass.

Bill Burton, group general manager of brand and media experience at Westfield’s owner Scentre Group, described the campaign as the “boldest” to date.

“Aligning with the new Autumn/Winter season drop, we’ve represented more retailers and products, across more categories than ever before,” Burton said.

“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 latest campaign is part of an attempt to offer a seamless brand experience across media channels and Scentre Group’s 35 shopping centres.

The campaign will run across outdoor, and will be broadcasted on Westfield’s SmartScreen and Superscreen network, across digital, and social as well as in a custompublication and digital partnership with Grazia as the magazine returns to print.

Australian and international designers featured in the campaign include 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 and MJ Bale.


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

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.