‘Proudly supported by Westpac’

australia proudly supported by westpacWestpac has launched its first major branding campaign since appointing creative agency DDB to the account at the end of August.

The campaign kicked off with full page and fractional long copy print ads in the major metro Sunday newspapers.

The campaign seeks to position the bank as an investor in all things Australian across its 196 year history.

The campaign also appears as an animation on the bank’s own website. Outdoor ads, but no TV, will follow shortly.


westpac australia

westpac australia

westpac australia

westpac australia

westpac australia

The print ad:

westpac print ad

Westpac’s media agency is Mediacom.

One of the outdoor executions due later this week:

westpac castles outdoor


  1. Mo S.
    18 Nov 12
    9:32 pm

  2. Nice! I like it (:

  3. Jon Holloway
    19 Nov 12
    10:00 am

  4. Really smart and simple with a nice creative execution. The strategy though shines through, give people something to care about and something that is easy to take away..

    Great work..

  5. Dan
    19 Nov 12
    10:28 am

  6. Makes a nice change for a bank and although I like the idea, it does come across a bit like, ‘We make so much money and you owe us so much on your mortgages that we own your asses.’

  7. gorgan
    19 Nov 12
    10:36 am

  8. It’s nice to see the art of copy is not dead.

  9. Jake
    19 Nov 12
    11:18 am

  10. Like the creative concept… execution is smart, but i think that copy could have some work done to it… would be interesting to compare executed copy against the desired target audience!

  11. Red
    19 Nov 12
    1:37 pm

  12. Interesting they would describe Australia as a ‘little country’ in the copy.

  13. Yoss
    19 Nov 12
    3:07 pm

  14. Agree it is nicely executed.

    But the strategy is still in the same “supporting Australians” space as was “We’re a bank you can bank on” and “If you know what, we know how” (remember the “First Bank” launch TVC and the “Australians have always known what they’ve wanted” spiel?)

    Maybe its time for Westpac to start looking forward and stop appealing to national sentimentalism.

  15. Gilbert
    19 Nov 12
    5:35 pm

  16. Best execution I’ve seen from Westpac in the last few years at least.

  17. Jack Russell
    21 Nov 12
    2:02 pm

  18. It’s shallow and dripping with fake emotion. The nationalism coupled with the big bank smugness is almost nauseating in these executions.

  19. nell_schofield
    21 Nov 12
    2:13 pm

  20. i have to agree with Jack Russell
    jingiosm is the refuge of the unimaginative
    this is yet another (bank) ad which none of its customers will believe – just like the NAB ‘break up’ campaign and CBA “can’t
    bank advertising is a tough gig but for the amount the marketing directors and agencies are paid they should produce more imaginative and inspiring work than this