Westpac highlights the importance of funding education in ad for Bicentennial Foundation
Westpac is highlighting the impact its Bicentennial Foundation, a private education scholarship program, has had on the nation in a new campaign which is the company’s first step towards celebrating its 200-year anniversary in 2017.
Created by DDB Australia the campaign asks what drove eye surgeon Fred Hollows and cancer researcher Adele Green as it aims to highlight how the $100 million contributed to education has impacted on Australia, ending with the tagline “Westpac Bicentennial Foundation making sure those with the drive to shape Australia get to”.
https://www.youtube.com/watch?v=W3hOkLZh-xA&feature=youtu.be
Westpac’s general manager, strategic marketing, Australian financial services John Harries said: “This is an incredibly exciting campaign for Westpac and reflects one of our most significant and important initiatives. The new creative campaign highlights Westpac’s commitment to Australia’s future by telling stories of inspirational Australians, who have made major, life-changing contributions to our nation.
“DDB has done a superb job portraying the core principles of the Westpac Bicentennial Foundation, which is a gift to the nation and an investment in its future. It’s not about us; it’s about providing Australians from all walks of life with opportunities and this is the essence of the Westpac brand – this is a true demonstration of how Westpac, proudly supports Australia.”
Launching today on free-to-air and subscription TV, it is supported across print, large format outdoor and digital with a focus on mobile and tablet, social and SEO.
DDB Australia managing director Andrew Little said: “The Westpac Bicentennial Foundation honours Australians who have inspired greatness. There are many to choose from and we think that Australians such as Fred Hollows and Adele Green are perfect examples to demonstrate the power of making a difference.
“This is a true nation-shaping initiative with the potential to change Australia’s future for the better. It’s about the growth and improvement of our country and being a part of shaping its future.”
https://www.youtube.com/watch?v=5nzImVCfeZM&feature=youtu.be
https://www.youtube.com/watch?v=3lf9SKY–oI&feature=youtu.be
Credits:
- Client: Westpac
- Lisa Ronson, Head of Mass Marketing Services, Australian Financial Services
- Zoe Lee, Senior Marketing Manager – 200 Years
- Creative Agency: DDB Australia
- Media agency: MediaCom
- Public relations: Map and Page
- Executive Creative Director: Darren Spiller
- Creative Director: Glen Dickson
- Copywriter: Robbie Brammall
- Art Director: Nicola Horan
- Designer: Jacqui Lau
- Digital Creative Director: Steven Skrekovski
- Digital Designers: Ben Cooper, Tiffany Chou
- Head of Broadcast: Simon Thomas
- Senior Broadcast Producer: Sophie Simmons
- Managing Director DDB Australia: Andrew Little
- Managing Partner: Mandy Whatson
- Senior Business Director: Livia Montalto
- Account Executive: Josh Bulafkin
- Production House: Revolver
- Director: Bruce Hunt
- Executive Producer: Michael Richie
- Producer: Caroline Barry
- DOP: Ross Emery
- Sound: Gusto Music/Nylon Studios
- Music: “Fuel To Fire” by Agnes Obel (Licensed through Liberator Music & J.Alberts & Sons)
- Offline Editor: Drew Thompson, Method Studios
- Online Editor: David Edwards, Method Studios
- Grade: Edel Rafferty, Method Studios
- Gabi Hollows AO, Founding Director and The Fred Hollows Foundation
- Selected archival photos courtesy of Leon Cebon, Peter Solness, Stephen Ellison and Robert Pearce/Fairfax photos
- Projected footage courtesy of Pat Fiske/Bower Bird Films and ‘They Used to Call it Sandy Blight’/Nomad Films International
- Footage from 60 Minutes provided courtesy of Nine Network Australia
- Photographer: Andreas Smetana
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100% better idea than that self loving by commbank a couple years back.
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This aligns beautifully with their in-house sponsorship of programs. I remember being delighted to hear and see photos from a Westpac employee who had volunteered at a remote indigeneous community to help them set up their own eLearning program. Passing on skills and time rather than handing out bucks. I remain impressed.
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