Westpac NZ, Saatchi & Saatchi NZ and Spark Foundry NZ have teamed up to launch ‘Laneway Loot’—an immersive campaign crafted for fans at Laneway Festival 2026.
Designed to celebrate die-hard fans, the campaign rewards those who know every lyric, queue early, and live for the music. ‘Laneway Loot’ kicked off with limited-edition street posters created in collaboration with Laneway artist Jack Irvine.
These collectible posters, featuring elements inspired by Laneway’s 2026 lineup, were placed by Spark Foundry NZ in high footfall locations around Auckland, Wellington, Christchurch and Hamilton.
These were designed to be ripped off and taken home. Beneath each poster was a Westpac Laneway poster ad, revealed only when the art was claimed. Breakout Room, Publicis Groupe’s creative content specialists, coordinated with influencers to document their own ‘art heist’ moments to spark buzz across social media.
At the festival, the Westpac branded Laneway Zone, ‘Westpac House,’ became a destination for fans. Inside, 30 ‘Loot Lockers’ held exclusive Laneway artist memorabilia and prizes, including gift cards and handheld fans.
To unlock a locker, participants had to prove they were a ‘real one’ by answering artist-related questions. The crown jewel was mystery Locker 31. Festival goers had to crack the artist related code, with clues dropped throughout the day at the festival and on Westpac’s social media.
The prize: an all-expenses-paid trip for two to Laneway Melbourne the following weekend.
Lee Sunter executive creative director at Saatchi & Saatchi NZ said: “Laneway Loot is all about tapping into true fandom. From looting collectible posters and merch, to cracking a locker code, we wanted every touchpoint to feel like a reward for those who live and breathe their favourite artists.”
Fans who scored were encouraged to share their wins on social media to enter a prize draw. The winners of Locker 31 are set to document their Melbourne adventure for Westpac’s channels.
Westpac NZ chief marketing officer Sarah Williams said: “We’re passionate about creating unforgettable experiences for our customers, in a way they might not always expect from a bank. Laneway Loot is a celebration of true fans – giving music lovers the chance to take home more than memories.”
Westpac also hosted the House of Credit Card Fears to show young people that credit cards don’t need to be scary, reinforcing its focus on activations designed to connect with people beyond traditional banking spaces.
Credits:
Saatchi&Saatchi NZ
CEO: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Art Director: Milla Mihaljevich
Copywriter: Lane Pilkington
General Manager: Annabel Rees
Group Business Director: Aaron Hodgson
Business Manager: Jeannie Grace
Executive Strategy Director: Tim Cullinane
Design Director: Shiv Narandas
Designer: Laura Cooper
Executive Producer: Jane Mill
Producer: Grace Roddick
Editor and Content: Nelson Rayner
Spark Foundry NZ
Emily Swan
Liam Dunne
Tyra Goldstraw
Rhiaan Watene
Spur
Managing Director: Nick Harvey
Head of Production: Sam Darby
Westpac
CMO: Sarah Williams
Marketing Manager: Georgia Livingstone
Marketing Manager: Toni Kane
