Big four bank Westpac has launched its latest ad campaign via DDB, which embraces the quintessential Australian spirit of mateship and people helping people.
Westpac Group’s head of brand, advertising and media, Jenny Melhuish, said the creative showcases the importance of a helping hand, and draws on Westpac’s brand promise of helping in the moments that matter.
“As Westpac enters its third century, we want to continue the essence of our ‘Proudly Supporting Australia’ positioning, while drawing on what makes us truly Australian,” she said.
“For Australians, it is this unique spirit of helping one another that makes us special.
“As the nation’s oldest company and first bank, Westpac has played a role in the lives of many Australians for more than 200 years – whether it is helping people buy a home, save for a family, start a business, or in times of emergency or natural disasters.
“Providing great service and helping in the moments that matter to our people, customers and communities is what defines us as a brand and sets the course for our future.”
DDB managing partner Chiquita King said: “The work is evidence of a great partnership and was born out of strategic imperatives.
“Inspired by historical moments, this is only the start but a pivotal part of what we want to achieve. This campaign is a perfect example of DDB’s belief in emotionally-driven work.”
The creative launched nationally across TV, digital, out of home and social yesterday.
Director: Mark Molloy
Production: Exit Films
Editor: Jack Hutchings, The Butchery
Photographer: Andreas Smetana
Music: David Bowie’s “Heroes” covered by Gang of Youths
Music supervision: Level Two Music
Sound design: Nylon Studios