Westpac launches $100 million scholarship program and ad campaign via DDB Australia

Westpac has launched a new advertising campaign today to support The Westpac Bicentennial Foundation, the single largest private education scholarship program in Australia’s history and the company’s first step towards celebrating its 200 year anniversary in 2017.

Created by Westpac’s lead agency, DDB Australia, the campaign highlights the impact on the nation of the $100 million contribution to education, which will fund around 100 scholarships and awards each year to Australians from all walks of life.

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Westpac’s general manager, strategic marketing, Australian financial services, John Harries expressed his support of the campaign, launched today by The Westpac Group’s chairman, Lindsay Maxsted and CEO, Gail Kelly.

Says Harries: “This is an incredibly exciting campaign for Westpac and reflects one of our most significant and important initiatives.The new creative campaign highlights Westpac’s commitment to Australia’s future by telling stories of inspirational Australians, who have made major, life-changing contributions to our nation.”

Set against the backdrop of the iconic Australian outback, the creative narrative explores two of Australia’s great innovators, famed eye surgeon, Fred Hollows and notable cancer researcher, Adele Green. It draws on the unique drive these exceptional Australians have had to dream big, think differently and make a difference.  It re-enforces the importance of supporting those Australians who have the potential to change the world and shape the future.

Says Harries: “DDB has done a superb job portraying the core principles of the Westpac Bicentennial Foundation, which is a gift to the nation and an investment in its future. It’s not about us; it’s about providing Australians from all walks of life with opportunities and this is the essence of the Westpac brand –  this is a true demonstration of how Westpac, proudly supports Australia.”

The campaign will launch today on free to air and subscription television, print, large format outdoor and digital with a focus on mobile and tablet, social and SEO.

DDB Australia managing director, Andrew Little, said it was a unique opportunity and a privilege for the DDB team to work on a campaign that seeks to find a new generation of Australians with the drive to change the future.

Says Little: “The Westpac Bicentennial Foundation honours Australians who have inspired greatness. There are many to choose from and we think that Australians such as Fred Hollows and Adele Green are perfect examples to demonstrate the power of making a difference.

“This is a true nation-shaping initiative with the potential to change Australia’s future for the better. It’s about the growth and improvement of our country and being a part of shaping its future.”

The first phase of the new campaign will launch today, Wednesday April 2.

For more information about The Westpac Bicentennial Foundation, click here.