Bankwest launches campaign for new visual T&Cs

Bankwest has launched a new national brand campaign for its new visual-style terms and conditions (T&C’s).

The campaign, developed by Union, WPP AUNZ’s bespoke agency, for Bankwest follows on from the “Bank Less” campaigns, aimed at simplifying the banking jargon for its customers. It aims to showcase the new terms and conditions the financial institution developed with the University of Western Australia, making T&Cs more engaging for customers.

The visual terms and conditions have been created for the Bankwest Easy Transaction Account, which looks to transform the way consumers interact with the traditional text formatting of important customer information.

Bankwest chief customer officer, Paul Vivian said: “Union’s job was to develop a communications approach that engaged customers with this topic – using visual contracts as a way to bring the Bank Less promise to life – behaving less like a bank by creating hassle-free, transparent and customer focused”.

The campaign will be run across out-of-home, digital, radio and a national TVC.

Bankwest appointed WPP AUNZ as its marketing and communications agency in 2017, also carrying out a change of brand identity and logo in 2020 through Union in collaboration with Landor, also of WPP AUNZ.

Executive creative director at Union, Paul Nagy said that the ‘visual’ contract had been in the works over the last 18 months.

“Customer needs are changing, and visual T&Cs provide critical information to customers in a simple, friendly and engaging way to support them in improving their financial wellbeing.”


Paul Vivian – Chief Customer Officer
Susan Maxwell-Leigh : Executive Manager – Marketing Strategy & Development Nicole Majstorovic :
Senior Manager Special Projects – Brand & Marketing

Paul Nagy – Executive Creative Director Dean Hunt – Creative Director
Nat Teoh – Head of Art
Dan Debuf – Copywriter
Niall Stephen – Art Director
Jenie Johnston – Senior Designer
Daniel Bevins – Client Partner
Kelly Bristol – Group Account Director
Mia Bulatovic – Account Executive
Hannah Muirhead – Strategy Director
Jessica To – Media & Strategy Director
Jodie Garner – Amplification & Trading Manager Marah Bonifacio – Amplification & Trading Executive
Buck– Animation
King St – TVC & Radio Production


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