War-torn migrants focus of Westpac’s latest ‘help’ campaign

Refugees who fled Beirut to start a new life in Australia are the focus of Westpac’s latest ‘help’ campaign, which aims to show how the bank supports small business owners who need it the most.

The new ad follows the story of a doctor from Beirut, who moves to Australia and takes up a baking apprenticeship to support his wife and daughter.

The ad tracks the man’s journey from being a doctor in Lebanon, when a building explodes. It then shows him fleeing, and his wife giving birth in a tent, before the family begins a new life as bakers in Australia.

Westpac launched its ‘Help’ brand platform in April last year, with a montage of moments in life when you need a helping hand. It was soon followed by the ‘Frank’ campaign which followed life of a  man before he passed away, promoting Westpac’s ability to help people dealing with the death of a loved one.

Most recently, ‘Help’ was used to endorse Westpac’s support of families in the midst of separation.

The new ad also debuts Westpac’s new ‘help where it matters’ logo, which replaces the ‘200 years of proudly supporting Australia’ symbol.

Continuing its use of covers of iconic songs such as David Bowie’s ‘Heroes’ and Fleetwood Mac’s ‘Landslide’, the new campaign set to Amy Shark’s version of The Masters Apprentices’ ‘Because I love you’.

Westpac Group’s head of brand, advertising and media, Jenny Melhuish, said the campaign shows the struggles and rewards of running a small business.

“Our latest campaign brings to life the sheer dedication, challenges and rewards faced by small business owners of today. For many, when operating a family business, it becomes a focal part of that family’s life – the ups and the downs.

“We recognise that there are a myriad of challenges that can come along with operating a small business. Westpac has developed a new online hub with a range of support to help Australians start, grow and maintain a small business – from practical tools and resources for employment and cash flow needs, to products and services that help businesses and staff get paid faster.”

The campaign was created by Westpac’s creative agency of record DDB Sydney.

DDB Sydney creative partner, Matt Chandler, said: “This epic story of grit and sacrifice was a privilege to make. It really pays homage to so many small business owners with similar stories to that of the central character Ali; people who have set out on their own to build a life for their families. We count ourselves incredibly lucky to have such brilliant clients and production partners who make work like this possible.”

The campaign will run across TV, radio, digital, OOH, and social media.


Client: Westpac
Jenny Melhuish, Head of Brand, Advertising & Media, Westpac Group
Sam Viney, Head of Advertising, Westpac
Toby Dewar, Head of Media and Agency Management
Carly Boyle, Director of Media Planning
Amber Joyce, Senior Advertising Manager, Westpac
Sian Chadwick, Head of Business Experience, Westpac Business
Anna MacFarlane, Head of Business Marketing, Westpac Business
Alice Pears, Senior Marketing Manager, Westpac Business
Brooke Carter, Senior Marketing Manager, Westpac Business
Magdalena Sikora, Marketing Manager, Westpac Business

Creative Agency: DDB
CCO: Ben Welsh
ECD: Tara Ford
Head of Art: Noah Regan
Creative Partner: Matt Chandler
Art Director: Noah Regan
Copywriter: Matt Chandler
Designer: Paul Jansen
Head of Integrated Content: Sevda Cemo
Lead Senior Producer: Tash Johnson
Managing Partner: Chiquita King / Sasha Firth
Group Account Director: Topher Jones
Senior Business Director: Kirsty Smith
Business Manager: Fabrizia Violante
Chief Strategy Officer: Carl Ratcliff
Head of Planning: Dom Hickey
Senior Planner: James Davis

Production Company: 3&7
Director: Steve Ayson
Executive Producer: Emma Wilcockson
Producer: Julianne Shelton
Edit Facility: The Butchery
Editor: Jack Hutchings
Sound: Song Zu
Sound Engineer: Abigail Sie
Post Production: Blockhead VFX
Music Supervision: Karl Ritcher
Casting: Peta Einberg Casting & Nick Hamon Casting

Media: Media Lab

Public Relations: Map and Page


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