Bankwest helps Aussies hold back less via Union

Bankwest has launched its latest everyday banking campaign from Union, WWP AUNZ’s bespoke agency for Bankwest.

The campaign builds on the brand’s ongoing ‘bank less’ platform, first launched launched in 2018.


Targeting ambitious career builders in the 18 to 34 demographic, the 30 second spot demonstrates how Bankwest’s everyday banking solutions, particularly the Bankwest App, can empower consumers to pursue their dreams whilst remaining in control of their finances.

The TVC features an animation of a young woman playing air guitar as she listens to music through her headphones. She is distracted by a music shop window, pressing her face against the glass to admire a new guitar as the narrator says “When it comes to music, Brooklyn can get a bit… carried away”. The spot then shows Brooklyn using the Bankwest app to organise her finances and stay in control of her money, so that she doesn’t have to hold back on big purchases. The spot ends on Brooklyn strumming her new guitar on stage at a concert.

Bankwest chief customer officer, Paul Vivian, said: “As the pandemic has demonstrated, we aren’t always in control of restrictions in life and many of us can relate to holding off on a dream or activity over the last two years.

“But when it comes to banking, Bankwest helps customers take control of what they can — their money — so they’re able to enjoy life with a little more independence and less holding back. We want our customers to stay on top of their spending and saving — and easily plan, track, and achieve their goals.

“Whether it’s to pursue dreams of a rock star moment on stage, or buying plane tickets to visit a loved one they haven’t seen face to face in years, this campaign is all about taking back control and looking ahead to a brighter future.”

The creative highlights key features of the Bankwest app that make managing money easy, like alerts for deposits, low balance and payment reminders.

Union executive creative director, Paul Nagy, added: “This campaign is informative, entertaining and was a hell of a lot of fun to make. We love working with Bankwest and our partners to bring these much loved spots to life.”

The campaign will run in Sydney and Western Australia across BVOD, out-of-home, digital, social, POS and radio/audio.

Bankwest first appointed WPP ANZ Group to handle its creative and communications account in 2017. The bespoke arrangement pulls in talent from WPP agencies Ikon Creative, Ogilvy Sydney, The Brand Agency, VML, PPR, PRISM, PLAY Events, Kantar and Hogarth under Bankwest’s bespoke agency, Union.

The ‘bank less’ platform has been a staple of the Bankwest brand since the appointment of the agency, featuring recently in the brand’s launch of visual T&Cs last year.


Chief Customer Officer – Paul Vivian
Executive Manager, Go to Market – Monique Nicolls
Marketing Outcome Owner, Go to Market – Kassandra Cunningham
Marketing Outcome Manager, Go to Market – Steven Vilensky
Senior Manager, Marketing Strategy & Development – Mariko Aoki
Media Marketing Manager – Caroline Mitchell
Brand Manager – Lara De Carli

Client Partner – Daniel Bevins
Group Account Director – Manuella Perche
Chief Creative Officer – Paul Nagy (VMLY&R)
Senior Copywriter (VMLY&R) – Zander Williment
Senior Creative (VMLY&R) – Mick Pollard
Account Manager – Liam Windel
Junior Account Manager – Mia Bulatovic
Communications Manager – Kendall Nicholls
Digital Manager – Tia Martinez
Digital Associate – Dylan Mazza
Chief Experience Officer – Sive Buckley
Social Creative Lead – Lauren Mathieson
Social & Motion Designer – Timothy Ho
Senior Producer (VMLY&R) – Rachel Devine
Animation – Buck


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