For the first time in over five years, Westpac New Zealand has launched a new brand platform ‘Together Greater’ via DDB Aotearoa, that underpins its ambition to bring more of life’s possibilities within reach of all New Zealanders.
Westpac New Zealand’s new brand platform launched at the beginning of August with an integrated campaign that is 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 on 8 August, tells the story of a young girl Maisie, who has the idea to build her own tree house. Representative of Westpac New Zealand’s customers, Maisie sets out on her journey and meets an unexpected friend along the way. The creature provides strength and security and together, they build a tree hut that’s even better than she imagined.
Suraiya Phillimore Smith, chief marketing officer at Westpac New Zealand says the company 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; 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.
Says Smith: “Westpac is committed to leading by example and helping Kiwis achieve their financial goals, and these initiatives are true demonstrations of Together Greater.
“We live by this promise – that’s why Westpac was the first bank in New Zealand to be accredited as a Living Wage Employer and why we recently reduced our KiwiSaver Scheme Fund fees – further examples of how the Together Greater concept is central to how we operate both internally and externally.”
DDB Aotearoa managing partner Nikki McKelvie, says the new brand platform aims to set Westpac New Zealand 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 – we begin to see Maisie’s friend – Westpac – as supportive and caring.
“The campaign and new platform are completely different for Westpac and in fact any other bank in New Zealand. The work goes beyond the ‘slice of life’ storyline, to ensure Westpac is distinctive in market by emotionally engaging with the audience and delivering a different take on what a bank can help you to achieve in life.”
Westpac New Zealand’s new brand platform is integrated with media extending across radio, OOH, digital and social media. The 60” film launches on 8th August, followed by a 30” and 15” version in September. A further three films are underway to continue the story in 2022.
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
Agency Lead Integrated Producer: Claire Colohan
Agency Integrated Producer: Melissa Ching
Production Company: FINCH
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Sarah Cook
Director: The Bobbsey Twins from Homicide
Casting: Catch Casting Ltd
DOP: John Toon
Post- production online: Blockhead
Editor: Simon Price
Music Licensing: Jonathan Mihaljevich, Franklin Rd
Original artist and name of song: Stand By Me by Ben E. King.
Composer: Cam Ballantyne, Beatworms
Singer: Milana Janis