You plus Westpac. Or Double You. Westpac has turned its big red W logo into a crusader for the help that Aussies need with life. The new campaign, Double You, presents the idea that Westpac’s help is tangible, led by a hero film that shows pairs of twins, or double people, in which one helps the other manage everyday snags and a song crafted to capture both the feeling and the meaning of the brand.

Double You builds on Westpac’s enduring brand platform It takes a little Westpac, that responds to the current mood. The brand’s January 2026 research shows that Australians continue to feel the weight of cost-of-living pressures, with many saying routine financial admin is taking more time and energy than it should. Despite this, there is some optimism with half (52%) of Australians surveyed saying they are feeling confident about the next 12 months. According to the research, Australians want banks to acknowledge these realities and provide tangible help, not aspirational imagerythat doesn’t reflect everyday life.

The campaign was created by The Tuesday Club, BMF, Spark Foundry, Scoundrel, Fathom, Massive Music, Painted Apple Moth and Assembly, and produced with authenticity front of mind. All “doubles” featured in the campaign are real siblings, a deliberate choice to ensure the work feels grounded, human and reflective of real Australian life.

Westpac’s chief growth, brand & marketing officer, Michelle Klein, stated, “Australians are stretched. They’re busy, burdened and often stuck in a loop of financial admin. What they want from their bank is practical support that lightens the load and helps them get things done. Double You brings that promise to life by showing how a bank can be a force multiplier for whatever matters to them. People don’t want unrealistic promises; they want tools, guidance and support that turn effort into completion. That’s what this campaign is about.

“It was one of those ideas that’s been hiding in plain sight for decades. Using our iconic W as a Double You has unlocked a broad, fit-for-platform creative expression – from striking large format placements in high impact environments, to longer form film assets and product communications, each matched with meaningful proof points. Our new Double You song was created to lift people’s outlook with a touch of levity, while grounding the work in the warmth and realness Australians expect from Westpac. It brings a meaningful promise to life, that even when things feel heavy, a little support can help turn effort into progress.”

The campaign is running across TV, digital, outdoor and social channels, highlighted by stories of everyday progress and the small wins Australians can achieve with a supportive banking partner in their corner.