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.