Case History Database

Young Aussies 18-34 years aren’t the most profitable customers for a bank in the short-term. However, their acquisition is critical to long-term success. At the start of 2021 Westpac wasn’t recruiting its fair share of this audience, with brand consideration trailing behind the competition. The previous ‘life moments’ campaign connected with older Aussies but left young Aussies feeling like the brand didn’t understand their needs. By reinventing the platform to address the moments that mattered to their lives, Westpac’s brand consideration amongst these youngsters lifted to the highest levels ever, in a time frame that defied the marketing science.

Heather Sheen	Author / Planning Partner
Fran Clayton	Chief Strategy Officer
James Davis	Planning Director
Ben Welsh	Chief Creative Officer
Tara Ford	Chief Creative Officer
Matt Chandler	Executive Creative Director
Tom Lawrence	Copywriter
Sam Raftl	Art Director
Sasha Firth	Managing Partner
Angela Beals	Group Account Director
Kirsty Mould	Group Account Director
Siobhan Kelly	Senior Business Director
Fabrizia Violante	Business Director
Renata Barbose	Head of Integrated Content
Tash Johnson	Senior Lead Producer
Sam Harris	Senior Producer
Cushla Morton	Senior Print Producer
EXIT Films	Production Company	EXIT Films
Alt.VFX	Post Production	Alt.VFX
Level Two Music	Music Supervisor	Level Two Music
Sonar Music	Sound Design	Sonar Music
The Editors	Editing Company	The Editors
Spark Foundry	Media	Spark Foundry
Razorfish	Media	Razorfish
Jenny Melhuish, Westpac Banking Corporation	Head of Group Brand – Advertising & Media	Westpac Banking Corporation
Nicole Bardsley, Westpac Banking Corporation	Head of Westpac Brand – Advertising & Social Chapter Lead	Westpac Banking Corporation
Lara Kamenos, Westpac Banking Corporation	Advertising Experience – Westpac Advertising	Westpac Banking Corporation