Tearjerker alert. DDB Sydney has packed a lot of emotional power into its marriage separation story. If it doesn’t make you cry, you’re not human.
The campaign puts Westpac at the spearhead of support for people who are separating, telling its emotive story from the viewpoint of a young boy helping his parents to navigate the difficult time. Strategically, it’s brilliant. Westpac is the first Australian bank to reach out to this audience. And, let’s be honest, right now an ad that makes you feel good about one of the big four banks is a masterpiece.
DDB Australia chief executive officer, Andrew Little, noted, “The continuation of help is beautifully represented by this latest campaign. The work that the Westpac team have done to deliver real help to customers going through separation, and their investment in long format storytelling to address an important issue, is remarkable. This is my favourite campaign in the help series so far.”
With three in five* of those considering separating from a partner not knowing where to start1, Westpac has created a hub to house a range of free checklists and resources, developed with divorce experts, to help couples navigate a separation. There is also information about how Westpac can help by giving its customers breathing space through payment relief and access to low interest funds to help them get back up on their feet.
Westpac group head of brand, advertising & media, Jenny Melhuish, commented, “Separating from a partner can be really hard, both emotionally and financially. 49%* of people put off looking into financial matters when they were separating1, no doubt because it can feel incredibly overwhelming. We’ve been developing tangible help for our customers, and our campaign aims to highlight what we can do to relieve financial uncertainty.”
The campaign continues online with a separation help hub.
The full campaign is running nationally across TV, print, digital, out of home and social.
*The Westpac Finances and Separation Report, January 2019 – nationwide survey of 1,014 Australians who have ever gone through the breakdown of a romantic relationship, are currently going through one, or are currently considering a divorce or separation in the next two years.
Creative: DDB Sydney
Production Company: Exit Films
Director: Garth Davis
Edit Facility: The Butchery
Post Production: alt.VFX
Sound: Song Zu
Music Supervision: Level Two Music
Media: Media Lab
Public Relations: Map and Page
Casting: Kirsty McGregor @ McGregor Casting
Jenny Melhuish, Westpac Group Head of Brand, Advertising & Media
Melanie Portelli, Acting Head of Advertising
Shannon Jenkin, Senior Manager, Westpac Advertising
Toby Dewar, Head of Media and Agency Management
Carly Boyle, Director of Media Planning