Westpac has rolled out the second phase of creative to support its $100m scholarship program, this time profiling Professor Adele Green AC.
Professor Green has been at the frontline of melanoma research for 20 years.
The DDB Australia created ad is the second Bicentennial Foundation creative.
The first featured celebrated eye surgeon, Professor Fred Hollows.
John Harries, Westpac’s general manager, strategic marketing, Australian Financial Services, said: “The Westpac Bicentennial Foundation is an incredibly important ongoing commitment for Westpac, and as we head towards our 200th anniversary in 2017, we are looking to find and support more Australians who have the drive to positively shape our nation. In this second campaign we have continued to tell the powerful stories of inspirational Australians, who have made significant, life-changing contributions to the country.
“Professor Green set the global benchmark for preventative melanoma research and we are proud to have her involved in this campaign. Her example demonstrates to young Australians that progress is made when people of ambition, ability and vision believe anything is possible.”
DDB Australia managing director Andrew Little added: “The TVC shoot took place at an iconic Australian surf club to establish the narrative about Australia’s changing relationship with the sun. Professor Green challenges the notion of the ‘bronzed Aussie’, and calls for the support of the next generation of exceptional Australians who will challenge the norm in order to generate positive change.”
The campaign launched on May 11 across free-to-air and subscription TV and digital with a focus o mobile and tablet, social and SEO.
Credits: Client: Westpac Lisa Ronson, Head of Mass Marketing Services, Australian Financial Services Zoe Lee, Senior Marketing Manager – 200 Years Executive Creative Director: Darren Spiller Creative Director: Glen Dickson Copywriter: Robbie Brammall Art Director: Nicola Horan Designer: Jacqui Lau Creative Services Manager: Vince Tillyer Head of Broadcast: Simon Thomas Senior Broadcast Producer: Sophie Simmons Managing Director DDB Australia: Andrew Little Managing Partner: Mandy Whatson Senior Business Director: Livia Montalto Account Executive: Josh Bulafkin Production House: Revolver Director: Bruce Hunt Executive Producer: Michael Richie Producer: Caroline Barry DOP: Danny Ruhlmann Production Designer: Aaron Crothers Sound: Gusto Music/Nylon Studios Music: "Fuel To Fire" by Agnes Obel (Licensed through Liberator Music & J.Alberts & Sons) Offline Editor: Drew Thompson, Method Studios Online Editor: David Edwards, Method Studios Grade: Edel Rafferty, Method Studios Film Researchers: Leilani Croucher, Suga Suppia and Daniel O’Brien Selected stock footage licensed from National Film and Sound Archive. Footage from Today/Tonight provided courtesy of Seven Network Australia. Professor Adele Green AC, QIMR Berghofer Medical Research Institute.