Dress Up Day.
Westfield is paying musical tribute to all the ways our mums show their love in a campaign via AKQA Australia.
Whether it’s an overnight Dress Up Day costume miracle, covert operation to hide vegetables in dinner, or the empty nest that isn’t quite empty yet; Westfield celebrates the heroic and often unnoticed efforts of mums this Mother’s Day.
“Our Westfield Mother’s Day campaign is an ode to the everyday heroics of our mums; the big, the small, and the late at night,” said Scentre Group head of marketing, brand and communications, Amy Copley.
“Reimagining an iconic 80’s anthem offered the perfect mix of drama, humour, and a bit of chaos, much like motherhood itself.
“This campaign is a heartfelt thank you to the mums who keep everything moving and for all the ways they show their love. If you’ve ever sewn limbs on an octopus costume after midnight, blended spinach into pasta sauce, or wondered when your adult children might move out, this one’s for you.”
Developed in collaboration with AKQA, EssenceMediacom, Ogilvy PR, Finch and Sonar, Westfield's upcoming Mother’s Day campaign (including gifting and Westfield Gift Card) will appear in key audio and video environments such as Connected TV, Nova, Spotify, Meta, and Cinema.
The campaign will also be amplified on the Connected Screen Network across all 42 Westfield centres in Australia and New Zealand, in addition to in-centre activations and events only at Westfield.
"Showing the power of Mum’s love through the ultimate expression of love, the power ballad, let’s celebrate mums in a heroic and empathetic way - like the rockstars they are,” said AKQA Australia/New Zealand chief creative officer, Tara McKenty.
“While our starring Mums have been transported to an 80’s music video fantasy, the lyrics are grounded in all of our daily realities. We wanted every Mum to feel seen and acknowledged.”
Campaign Credits
Agency: AKQA Australia
Managing Director: Justine Leong
Chief Creative Officer: Tara McKenty
Executive Creative Director: Sarah McGregor
Chief Strategy Officer: Iona MacGregor
Strategy Director: Adelaide Day-Collett
Copywriter: Katie Bird
Art Director: Fong Ong
Production Director: Colin Tuohy
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
Producer: Sarah Nichols
Director of Photography: Gregoire Liere
Production Designer: Emma White
Casting: Byrne Creative Casting
Post Production:
Editor: Laurence van Camp
Executive Producer: Daniel Bradford-Fry
Post Producer: Kani Saib
VFX Artist: Damian Dunne
Colourist: Ethan Thomas
Online: Jesse Meha & Damian Dunne
Music & Audio Prod: Sonar
Sound Designer: Andy Stewart
General Manager / Executive Producer: Sophie Haydon
Music Director & Composer: Cameron Bruce
Level Two Music: Marcus Brooke- Smith
Publishers: Universal and BMG
WPP MEDIA
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
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: Madeleine Higgs
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
