Westfield targets mums in campaign it says ‘steers clear of stereotypes’

Westfield has launched its autumn campaign targeting their core demographic of “mums”.

The tagline for the campaign is ‘Whatever your priority, you’re ours’ and shows women putting on lipstick, playing with children, cooking, watching kids play sport and having wine at a dinner party. 

The campaign was created by Sibling Agency and is backed to The Prestures’ ‘Is This How You Feel?’

Dana Ridge, head of content at the Scentre Group, said Mums are the core of Westfield.

“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.”

The campaign is running across social, catch-up TV and across the Westfield SmartScreens and SuperScreens.


  • Sibling Agency
  • Managing Director: Mandy Galmes
  • Head of Creative: Jennie Ko
  • Art Director: Roberta Cicerone
  • Head of Production: Elissa Maine
  • Group Account Director: Sarah Hazen
  • Senior Account Director: Caz O’Neil
  • Media Director: Brett Carson
    PR Director: Laura Barette
  • Head of Studio: Grant Hendren
  • Production Company: Photoplay
  • Director: Jasmin Tarasin
  • Producer: Emma Thompson
  • DOP: Chris Miles
  • Editor: Gabriella Muir
  • Post Production: ALT VFX
  • Photographer: Corrie Bond
  • Stylist: Nicole Adolphe
  • H&MU: Claire Thomson
  • Production Company: Jack Nimble
  • Content Creative Director: Adam Wise
  • Content Creative Director: Angus Mullane

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