Family breakups feature in Westpac’s latest ‘help’ campaign

Westpac has launched the latest campaign in its help series, positioning the bank as partner during important life events, this time with a focus on family separations.

The campaign, created by DDB, follows last year’s campaign which looked at dealing with the death of a loved one. This year’s effort features the story of a couple’s break-up from the perspective their young child.

Westpac launched the ‘help’ brand positioning in April last year, looking at historical moments when Australians needed a “helping hand”.

Westpac group head of brand, advertising and media, Jenny Melhuish, said of the latest ad: “Separating from a partner can be really hard, both emotionally and financially.

“49% of people put off looking into financial matters when they were separating, no doubt because it can feel incredibly overwhelming. We’ve been developing tangible help for our customers, and our campaign aims to highlight what we can do to relieve financial uncertainty.”

DDB Australia CEO Andrew Little added: “The continuation of help is beautifully represented by this latest campaign. The work that the Westpac team have done to deliver real help to customers going through separation, and their investment in long format storytelling to address an important issue, is remarkable. This is my favourite campaign in the help series so far.”

The campaign launched nationally across TV, print, digital, out of home and social on Sunday March 10.


Client: Westpac

  • Jenny Melhuish, Westpac Group Head of Brand, Advertising & Media
  • Melanie Portelli, Acting Head of Advertising
  • Shannon Jenkin, Senior Manager, Westpac Advertising
  • Toby Dewar, Head of Media and Agency Management
  • Carly Boyle, Director of Media Planning

Creative: DDB Sydney


  • Production Company: Exit Films
  • Director: Garth Davis
  • Edit Facility: The Butchery
  • Post Production: ALT VFX
  • Sound: Song Zu
  • Music Supervision: Level Two Music

Media: Media Lab

Public Relations: Map and Page


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