The bank extends its 'Proudly Supporting Australia' platform in campaign via DDB Sydney
Westpac has launched its latest work via DDB Sydney, which embraces the quintessential Australian spirit of mateship and people helping people.
The creative launches nationally across TV, digital, out of home and social. The TV spot is set to David Bowie's 'Heroes' covered by Gang of Youths.
Westpac Group Head of Brand, Advertising & Media, Jenny Melhuish, said the creative showcases the importance of a helping hand, and draws on Westpac's brand promise of helping in the moments that matter: Says Melhuish: "As Westpac enters its third century, we want to continue the essence of our Proudly Supporting Australia positioning, while drawing on what makes us truly Australian."
"For Australians it is this unique spirit of helping one another that makes us special. As the nation's oldest company and first bank, Westpac has played a role in the lives of many Australians for more than 200 years - whether it is helping people buy a home, save for a family, start a business, or in times of emergency or natural disasters.
"Providing great service and helping in the moments that matter to our people, customers and communities is what defines us as a brand and sets the course for our future."
Building on the momentum on Westpac's 200 year milestone, DDB Managing Partner Chiquita King says the work is evidence of a great partnership and was born out of strategic imperatives: "Inspired by historical moments, this is only the start but a pivotal part of what we want to achieve. This campaign is a perfect example of DDB's belief in emotionally driven work.
"We are incredibly proud of the role we've played in supporting Australians. Last year we helped more than 146,000 Australians into their homes and prevented around $100 million of potential fraud activity. Since 1999 we've granted more than $34 million to nearly 600 not-for-profit organisations; and we've supported the Westpac Lifesaver Rescue Helicopter Service over the last four decades, which has completed more than 80,000 missions."