Westpac extends creative to support $100m scholarship program via DDB Australia

Westpac has profiled another Australian in the next phase of its campaign for The Westpac Bicentennial Foundation, the single largest private education scholarship program in Australia’s history.

Created by Westpac’s lead agency, DDB Australia, the latest creative highlights the impact of Professor Adèle Green AC, who has been at the frontline of melanoma research for over 20 years. Professor Green exemplifies the impact that the $100 million contribution to education intends to make; supporting and nurturing Australia’s future leaders.

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DDB Australia built on the launch creative campaign which featured another great Australian, famed eye surgeon, professor Fred Hollows.

Westpac’s general manager, strategic marketing, Australian Financial Services, John Harries expressed his support for the next phase of the Westpac Bicentennial Foundation campaign.

Says Harries: “The Westpac Bicentennial Foundation is an incredibly important ongoing commitment for Westpac, and as we head towards our 200th anniversary in 2017, we are looking to find and support more Australians who have the drive to positively shape our nation. In this second campaign we have continued to tell the powerful stories of inspirational Australians, who have made significant, life-changing contributions to the country.

“Professor Green set the global benchmark for preventative melanoma research and we are proud to have her involved in this campaign. Her example demonstrates to young Australians that progress is made when people of ambition, ability and vision believe anything is possible.”

DDB Australia managing director, Andrew Little, welcomed the opportunity to build upon the success of the first campaign.

Says Little: “The TVC shoot took place at an iconic Australian surf club to establish the narrative about Australia’s changing relationship with the sun. Professor Green challenges the notion of the ‘bronzed Aussie’, and calls for the support of the next generation of exceptional Australians who will challenge the norm in order to generate positive change.”

The campaign launched on Sunday, 11 May across free to air and subscription television, digital with a focus on mobile and tablet, social and SEO. A print component will follow from Sunday, 18 May.

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

Client: Westpac

Melissa King, Surf Life Saving Australia.