Westpac is winning the hearts and minds of teens by recognising that they’re feeling the same cost of living pressures as everyone else – and doing something practical to help. Making that help promise teen-friendly is a campaign by The Tuesday Club – delivered in teen language, with a teen feel. The campaign was created for youth by youth to help teens take their first confident step into banking.

At the heart of the campaign is an original track created in collaboration with young artists, Sharon-Rose (20) and INKABEE (14), which highlights how Westpac can support with the right tools, products and digital experience, produced with music film director, Zac Dov Wiesel, and choreographer, Kirsten Dodgen.

The digital-first campaign covers social, out of home and shared family moments, specifically sport and entertainment viewing, with the 30-second $50 cashback TVC launching during Game 2 of the State of Origin on Wednesday, 17 June. Westpac is also supporting Nova’s Red Room’s 13+ show on Tuesday, 23 July featuring Australian singer-songwriter, Ruel.

This is the next iteration of Westpac’s Double You creative approach under its existing brand platform, It takes a little Westpac. The bank is positioning itself as a helpful partner to achieve progress – in this case, helping teens form healthy lifelong financial habits.  

Westpac chief growth, brand and marketing officer, Michelle Klein, stated, “We want to help more young people build confidence with money from the start. Teens aren’t immune to the current cost of living financial pressures and they’re craving emotional levity and practical support. That insight shaped this campaign from the outset and involved young Aussies in the creative approach every step of the way.

“This campaign does more than build awareness, it shows young people that banking can feel simple, supportive and relevant to their lives. By combining standout creative with practical features, we’re looking to make that first step feel easier. Music is a powerful part of that strategy. It gives us a fresh way to create memorable brand moments with young Australians, while the collaboration with emerging artists INKABEE and Sharon-Rose helps bring that idea to life in a way that feels authentic and current.”

Credits
Creative Agency: The Tuesday Club
Media: Spark Foundry  
Production Company: DIVISION 
Director: Zac Dov Wiesel
Managing Director & Executive Producer: Genevieve Triquet
Producer: Karen Bryson
DOP: Tyson Perkins
Casting: Felicity Byrne
Choreographer: Kirsten Dodgen
BTS Director: Harry Welsh
Offline Editor: Leila Gaabi
Colourist: Brian Charles
Online & VFX: Fathom VFX
OOH & Motion GFX: Assembly
Composer & Songwriter: Ryan Hobbs
Music Supervision & Sound Design: Franklin Rd
Music Recording: Rumble Studios