Westfield taps Australia's matriarch, Dame Edna, in autumn/winter campaign.
Coming off the back of Dame Edna asking assistant Donald to 'grab her pussy', the iconic housewife has partnered with Westfield to celebrate her favourite f-words: 'family', 'food' and 'fashion'.
The 'Family' campaign marks the launch of Westfield's autumn/winter 2017 and features a cast of real families. It follows matriarch Dame Edna as she travels through a mansion, with each room showcasing a different look and family group.
The campaign signals a shift in strategy for Westfield, with 'Family' being rolled out throughout all 35 shopping centres. It will appear across more than a thousand outdoor advertising sites nationally, on both large format and street furniture. The campaign will also be broadcast over YouTube and Facebook as well as fashion lifestyle sites and magazines.
Westfield has also released a 360° video of the 'family' eating a meal together while Edna acknowledges her own fame and style.
Westfield parent company, Scentre Group, launched 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.
Scentre Group group GM of brand and media experience Bill Burton said: “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.”
This is the second time this year that Edna has become the ambassador of a brand, recently becoming spokeswoman for MLA's beef division.