Westpac has launched a new ad campaign created in collaboration with young artists to help teens and tweens their first confident step into banking.
Working with creative agency The Tuesday Club the campaign is based on the insight that teens are feeling the same cost of living pressures as everyone else, and they’re looking for support that feels practical and relevant.
At the heart of the campaign is an original track created in collaboration with young artists Sharon-Rose (20) and INKABEE (14), which highlights how Westpac can support with the right tools, products and digital experience. The campaign has been brought to life by music film director Zac Dov Wiesel and choreographer Kirsten Dodgen.
This is the next iteration of Westpac’s ‘Double You’ creative approach under its enduring brand platform ‘It takes a little Westpac’. The bank is positioning itself as a helpful partner to achieve progress – in this case, helping teens form healthy lifelong financial habits.
The campaign takes a digital-first approach across social, out of home and shared family moments, specifically sport and entertainment viewing, with the 30” $50 cashback TVC launching during Game 2 of the State of Origin on Wednesday, 17 June. Westpac is also supporting Nova’s Red Room’s 13+ show on Tuesday, 23 July featuring Australian singer-songwriter Ruel.
“We want to help more young people build confidence with money from the start. Teens aren’t immune to the current cost of living financial pressures and they’re craving emotional levity and practical support. That insight shaped this campaign from the outset and involved young Aussies in the creative approach every step of the way,” said Westpac’s chief growth, brand and marketing officer, as well as multiple-time B&T CMO Power List-er Michelle Klein.
“This campaign does more than build awareness, it shows young people that banking can feel simple, supportive and relevant to their lives. By combining standout creative with practical features, we’re looking to make that first step feel easier.
“Music is a powerful part of that strategy. It gives us a fresh way to create memorable brand moments with young Australians, while the collaboration with emerging artists INKABEE and Sharon-Rose helps bring that idea to life in a way that feels authentic and current.”
Credits
Creative: The Tuesday Club
Media: Spark Foundry
Production Company: DIVISION
Director: Zac Dov Wiesel
MD | Executive Producer: Genevieve Triquet
Producer: Karen Bryson
DOP: Tyson Perkins
Casting: Felicity Byrne
Choreographer: Kirsten Dodgen
BTS Director: Harry Welsh
Offline Editor: Leila Gaabi
Colourist: Brian Charles
Online / VFX: Fathom VFX
OOH & Motion GFX: Assembly
Composer / Songwriter: Ryan Hobbs
Music Supervision & Sound Design: Franklin Rd
Music Recording: Rumble Studios
Singers: Sharon-Rose and INKABEE
