Westfield awakens the ‘Creatures of Christmas’ with AKQA

November 4, 2025 3:11

Westfield's 2025 Christmas campaign is all about fun, holiday-specific personalities

Westfield has launched its 2025 holiday platform, “Creatures of Christmas”, that highlights the different personalities that only appear during the festive season.

Developed with innovation and design business AKQA — with media managed by WPP’s EssenceMediacom — Westfield puts the spotlight onto five personalities in a manner designed to be familiar and humorous.

They include:

The Once-a-Year Festive Chef: an aproned family man enthusiastic about cooking.
The Every-Angle Memory Maker: a bespectacled woman who’s constantly taking pictures of the festive gathering.
The Sneaky Peek Gift Snooper: a young girl who hides in the wardrobe where the presents are kept, and opens them when the coast is clear.
The Sleigh-All-Day Outfit Changer: Serving multiple looks before lunch is over.”
The Surf-Before-Santa Morning Ripper: Up with the sun to catch a wave before presents.

Westfield launched the campaign, with a 60-second Youtube film that features the first three characters in the above list. There are also 15-second variations of these spots.

Scentre Group’s head of marketing, brand and communications, Amy Copley, said in a media release that Westfield is looking to celebrate “the human, the funny, and the wildly different personas” that Christmas conjures.

“We hope Aussies spot a few of these characters at their own festivities… or maybe even in the mirror,” Copley said.

“From gift detectives to festive chefs, we’re very proud to welcome every Creature of Christmas to celebrate with us at Westfield, this year and every year.”

The platform will make use of out-of-home (OOH) assets supplied by providers QMS, JCDecaux and Ooh Media, and will also leverage Pinterest, Youtube and Meta, as well as appearing across the Nova Network and Spotify.

The campaign will also appear on the connected screen network across all 42 Westfield centres in the ANZ region.

“Creatures of Christmas is a platform that celebrates how our personalities manifest during the most magical time of the year,” AKQA’s chief creative officer, Tara McKenty, said in the same release.

“We have tried to celebrate the quirks, the truths, and the behaviours that make us different but also the same. This campaign shows how Westfield is the home for all creatures of Christmas and simply celebrates our humanity in the most delightful way, at the most delightful time.”

Westfield’s holiday platform is among the first batch of 2025 Christmas campaigns to hit the market.

Yesterday, retailer Myer released its festive platform with Howatson and Company, one that stars Australian singer Sycco performing her own rendition of Jamiroquai’s 2001 track, “You Give Me Something”.

Meanwhile, QIC Shopping Centres has rolled out its “Take Joy to the Limit This Christmas” with Jane Doe Creation, and jeweller Bevilles marked its return to TV with its “Follow the Gift” platform.

Campaign Credits

Agency: AKQA

Managing Director: Justine Leong

Chief Creative Officer: Tara McKenty

Executive Creative Director: Sarah McGregor

Chief Strategy Officer: Iona Macgregor

Copywriter: Annie Bettis

Art Director: Fong Ong

Production Director: Colin Tuohy

Group Client Partner: Olivia Kaufman

Client Partner: Jayne Driver

Senior Account Manager: Kate Crowley

Senior Designer: Frank Turner

Finished Artist: Andy Byles

Production Company: Finch

Director: Arundati Thandur

Managing Director: Corey Esse

Executive Producer: Nick Simkins

Producer: Susannah Myerson

Director of Photography: Luca Barone Peters

Production Designer: Kris Brujic

Casting: Byrne Creative

Stills Photographer: Juli Balla Photoplay

Post Production:

Editor: James Ashbolt

Executive Producer: Daniel Bradford – Fry

Post Producer: Cheryn Frost

VFX Artist: Tom Brunsdon

Colourist: Alina Birmingham

Online: Viv Baker

Music & Audio Prod: Massive Music

Sound Designer: Simon Kane

General Manager / Executive Producer: Katrina Aquilia

Music Executive Creative Director: MassiveMusic

Composer: MassiveMusic

EssenceMediacom AU:

Group Client Director: Beth Adams

Group Planning Director: Lauren Nolan

Implementation & Activation Group Director: Beiai Torres-Carlos

Implementation & Activation Associate Director: Katherine Ly

Implementation & Activation Associate Manager: Nicola Cadman

Implementation & Activation Coordinator: Gagan Singh

Wavemaker NZ:

NZ Associate Business Director: Shannon Fernandes

NZ Account Manager: Annabelle Wilkinson

Ogilvy PR

Head of Consumer PR & Influence Melbourne: Rebecca Crawford

Business Director: Heidi Rose

Client Partner: Charlotte Lamberty

Publicist: Rosie Scanlan

Associate: Willa Webster

Coordinator: Tashiana Chan

Scentre Group:

General Manager Marketing & Community: Jacqui Waine

Head of Marketing, Brand & Content: Amy Copley

Group Marketing Manager: Tahlia Knight

Group Programming Manager: Fi Clark

Group Public Relations Manager: Rebecca Mahoney

Senior Marketing Manager, Campaigns: Xanthe Collier

Senior Programming Manager: Erika de Padua

Senior Public Relations and Social Media Manager: Emma Niven

Marketing Manager, Campaigns: Tamika Adams

Marketing Manager, Campaigns: Gemma Boyle

Public Relations and Social Media Manager: Eliza Melville