Westpac has unveiled the latest iteration of its brand platform, ‘Together Greater,’ in collaboration with Saatchi & Saatchi New Zealand, Digitas, and Spark Foundry, all operating as part of the Publicis Groupe Connected Platform model.
The launch films, OOH and social content feature numerous New Zealanders including Westpac staff aiming for their ‘Greater’ big or small. One 30 second spot is themed homelife, another celebrates how Westpac and Kiwis care, and the third focuses on everyday banking life.
Suraiya Phillimore-Smith, Chief Marketing Officer at Westpac says: “Our ambition for this refresh of Westpac’s brand platform is to give more meaning to Together Greater. Westpac has been deeply involved in Aotearoa communities for over 160 years. We felt we needed to express a more real and relevant understanding of what ‘together greater’ means, within a truly New Zealand context, alongside our customers.”
Steve Cochran, Chief Creative Officer at Saatchi & Saatchi says: “There’s no category with a more diverse range of customers than banking. Basically, it’s everyone from every corner of society. That’s a great excuse to fill a campaign with the people Westpac serve every day. Even better when you’re playing with a human truth such as everyone having desire for some kind of greater, whatever their greater is. It’s a premise we know can provide us a consistent brand point of view for some time.”
The campaign was directed by Wade Shotter of Finch and stills and shot by Fraser Clements. As part of the Connected Platform community, Spark Foundry is responsible for architecting and planning the media experience and partnership strategy, with Digitas taking the platform into the Westpac digital experience, customer journeys and personalisation.
Client: Westpac New Zealand
Creative Agency: Saatchi & Saatchi New Zealand
Production company: Finch
Director: Wade Shotter
Producer: Jimena Murray
Executive Producer: Bex Kelly
Audio: Liquid Studios – Andy Mortem
Production/music licensing: Tamara O’Neil
Music: Some Sunsick Day – Morgan Delt
Photography: Fraser Clements – Match
Media Agency: Spark Foundry New Zealand
Customer Agency: Digitas New Zealand