‘Proudly supported by Westpac’
Westpac 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.
The print ad:
Westpac’s media agency is Mediacom.
One of the outdoor executions due later this week:
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Nice! I like it (:
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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..
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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.’
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It’s nice to see the art of copy is not dead.
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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!
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Interesting they would describe Australia as a ‘little country’ in the copy.
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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.
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Best execution I’ve seen from Westpac in the last few years at least.
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It’s shallow and dripping with fake emotion. The nationalism coupled with the big bank smugness is almost nauseating in these executions.
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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
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