AUCKLAND, Thursday: Westpac, in partnership with DDB Aotearoa, has launched a new brand platform, Together Greater – its first in five years.
Westpac CMO Suraiya Phillimore Smith said: “This new platform underpins the bank’s ambition to bring more of life’s possibilities within reach of all New Zealanders.
“Together Greater is an integrated campaign – a unique piece of work in the financial space. Through a metaphorical story set in a fantastical Aotearoa, it demonstrates how anything is possible when you have a partner that has your back.”
The film, which is released this Sunday, tells the story of a girl, a tree house, and a creature.
The NZ Herald’s Damien Venuto describes it as “one of the strangest ads you’re likely to see from a major bank”. Scroll down for this link.
Suraiya Phillimore Smith said the bank worked with DDB to redefine their purpose, which shapes how the organisation operates.
“This is more than just a new piece of creative – through Together Greater, we are letting New Zealanders know that we have their back.
“I love that a child’s fun is at the heart of the idea – the simple stuff of kids being kids and roaming about and exploring the world.”
“We know they have dreams and goals, and we’re there to support, strengthen and empower them to achieve those goals because we’re stronger together than we are alone.
“Together Greater is a concept that is central to Westpac New Zealand’s identity, demonstrated by its long-standing sponsorship of New Zealand’s rescue helicopters and support of Rainbow communities, as well as initiatives such as the Women of Influence programme, SeniorNet partnership – which aims to help senior customers make the most of current and future banking technologies – and the Innovation Fund, a joint initiative with the New Zealand Government to invest in innovative ideas and opportunities.”
DDB managing partner Nikki McKelvie says the new brand platform aims to set Westpac apart in a category that uses a rational approach to deliver its messages.
“Through the use of a unique character and emotive story, the campaign personifies the bank as supportive and caring.”
The new brand platform is integrated with radio, OOH, digital and social media. The 60” film launches on Sunday, followed by a 30” and 15” version in September. A further three films are under way to continue the story in 2022.
CREDITS
Client: Westpac New Zealand
Chief Marketing Officer: Suraiya Phillimore-Smith
Head of Brand: Frith Morrissey
Brand Lead: Charlotte Sangster
Agency: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: James Conner and Christie Cooper
Managing Partner: Nikki McKelvie
Business Partner: Laura Bathurst Adams
Business Director: Becky Kusel
Business Manager: Katie Shrubb
Planning Director: Lucinda Sherborne
Strategist: Tom Sykes
- Damien Venuto’s view: https://www.nzherald.co.nz/business/westpac-conjures-friendly-monster-for-biggest-brand-campaign-in-a-decade/M7PFNYV3APYQHMGQNK3VVBM4FU/
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