Whybin\TBWA And ANZ Launch Campaign For Equality

Joyce Phillips, chief executive officer, Global Wealth for ANZ, who is passionate about helping women with their financial wellbeing, advocates: “Only by redesigning systems so they are more supportive and inclusive of both women and men will we be able to build better businesses and better societies.”

Created by Whybin\TBWA Group Melbourne in partnership with Oscar award-winning film director, Jane Campion, an online video and 45-second TVC, highlighting the need for a more equitable system, have been produced to launch the campaign.

The launch piece is based on a simple and troubling insight — girls develop far ahead of boys, yet somehow, financially, they end up far behind.

In the online film, Jane Campion has directed a group of bright, hopeful young girls presenting poignant facts of inequality, as well as a stirring physical reaction from seven-year-old black belt Karate star, Mahiro-chan.

To help create a world that better supports women, ANZ is launching a range of initiatives and calling upon other organisations to explore what they can do too.

A series of four, 15-second follow up videos will highlight some of the steps ANZ is taking to address the gap in women’s wealth, including making an extra $500 annual super contribution to all 12,700 ANZ female employees in Australia and offering free superannuation advice to Australians with less than $50,000 accumulated in their super.

The campaign will initially launch online and will be supported by digital advertising, social media and re-targeting activity including the four, 15-second ANZ initiative videos. TV will launch in August to extend the reach of the campaign and a content heavy women’s website will act as the hub for the campaign.

Online Film:

15-seconds Free Super Advice:

15-seconds $500 Staff Super:

https://youtu.be/Ow07tgNKMVg

Behind The Scenes:

CREDITS:
Client: ANZ
Creative Agency: Whybin\TBWA Group Melbourne
Media Agency: PHD

Whybin\TBWA Melbourne
Creative Chairman: Scott Whybin
Executive Creative Director: Paul Reardon
Senior Writer: Rob Hibbert
Senior Art Director: Mark Jones
Executive Producer: Margot Ger
Regional Group Account Director: Ricci Meldrum
Senior Account Director: Natalia Shore
Account Manager: Karolina Nanowski
Strategy Planning Director: Kees Kalk

Big Shell Films:
Director: Jane Campion
DOP: Ari Wegner
Producer: Peter Knowles

Post Production:
Music: Mark Bradshaw, United UK and Nylon Studios
Editing: The Editors

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