Westpac takes a new approach to reflect unpredictable life events

Westpac has taken a new approach to its brand with a campaign that takes the highs and lows of life and puts them into fantastical settings, with a brighter colour palette, animation, flying cars, and a different tone of voice.

Reflecting the unpredictable and eventful nature of life, the campaign from DDB Sydney, also marks the evolution of Westpac’s ‘Help’ platform by delivering the message, ‘that’s why we help’.

Westpac’s 2018 campaign set reflecting classic Australian moments launched the concept of ‘Help’ into its brand. Since then, the brand has studied challenging moments in life, such as loss of a loved one, divorce, and continuing a family legacies in its advertising, linked to Westpac services.

While created to have a broad appeal amongst Australians, younger customers were at the front of mind in the campaign’s development.

“Our new work builds on our ‘help’ series, which focused on those really big life moments like starting a business or separating from a partner, and extends to those smaller eventful moments such as losing a phone, starting a new relationship, or getting your first pay cheque. We want to show Australians that we understand life is made up of these big and small moments – and as they need us, we are here to help,” said Westpac’s group head of brand, advertising and media, Jenny Melhuish.

The campaign launches as DDB Sydney enters its tenth year as Westpac’s creative agency. Executive creative director, Matt Chandler, said the agency was determined to take a new approach this year.

“From the outset we wanted to go somewhere new with the work, while still holding onto the integrity of the brand that’s been established,” he said.

“Our ambition couldn’t have been better realised by the team from Exit Films. They gave us something so imaginative and heartfelt, it was a joy to be part of the process.”

The campaign brought together four directors; Danny Cohen, Stefan Hunt, Shelly Lauman and Billie Pleffer, collaborating under the guidance of Lion director, Garth Davis.

The campaign launched yesterday and will appear across TV, print, digital, out-of-home and social.


Creative: DDB Sydney
Production: Exit Films
Edit: The Editors
Post production: ALT VFX
Sound: Sonar
Music: Supervision Level Two
Design: Interbrand
Media: Spark Foundry
PR: Finchco Agency


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