It would be grossly unfair to extol the virtues of DDB Sydney’s Help campaign for Westpac without giving kudos to a similar campaign by TBWA\Chiat\Day in the other half of the earth for insurance brand, Travelers.
Like DDB’s second commercial, this campaign tells the histories of small family run businesses. There are heartbreaking moments. In TBWA\Chiat\Day commercials, these are pivotal points in the stories – because that underlines the point of insurance. Both campaigns rely on bucket-loads of emotion to create a bond of trust with the brand and underline people’s need for the brand’s services.
Both do that job inordinately well. Idealising family relationships is a way into every human’s heart.
TBWA\Chiat\Day’s Stories of Care campaign is a series of four little films. The strongest is Legacy, the story of a hardware owner and his daughter, like DDB Sydney’s, Baker of Beirut. In each case, the emotion is created by a parent-child relationship that develops and changes as the years go on. The insurance company plays the role of hero when disaster strikes, and facilitator – enabling that relationship to continue to grow and evolve.
Both campaigns stand out against their competitors’ ideas with their emotive personal stories – yes, admittedly, in the classic style that McDonald’s mastered years before them, and French agency, Romance, perfected for Intermarché.
The films were directed by Lance Acord and produced by Park Pictures.
Agency: TBWA\Chiat\Day New York
Chief Creative Officer: Chris Beresford-Hill
Executive Creative Director: Walter Connelly
Associate Creative Directors: Ashley Veltre (art director) & Holden Rasche (copywriter0
Senior Art Director (for Chair): Coleman Davis
Associate Copywriter (for Chair): Alli Walker
Head of Integrated Production: John Doris
Executive Producer: Chris Klein
Associate Producer: Sean Riojas
Director of Business Affairs: Jennifer Bilyk
Business Affairs Manager: Stephanie Ambroise
Talent Manager: Charisse Astacio
Group Account Director: Carrie Lipper
Account Director: Mark Donohue
Production Company: Park Pictures
Director & Director of Photography: Lance Acord
Executive Producers: Jackie Kelman Bisbee & Justin Pollock
Head of Production: Anne Bobroff
Executive Producer: Caroline Kousidonis
Editor: Kirk Baxter
Assistant Editors: Zaldy Lopez & Ling Chua
Executive Producer: Sasha Hirschfeld
Head of Production: Evyn Bruce
Post Producer: Vietan Nguyen
Sound Design & Audio MIX: Wave Studios
Sound Designer & Mixer: Chris Afzal
Executive Producer: Vicky Ferraro
Colour Grade: MPC
Senior Colourist: Mark Gethin
Executive Producer: Meghan Lang
Producers: Susan Harris & Damian Winterbottom
Creative Director: Alvin Cruz
Executive Producer: Camila De Biaggi
Producers: Elissa Norman & Anna Kravtsov