Westpac inspires Kiwis that ‘It’s Time’ with Richie McCaw in new campaign via DDB New Zealand

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Screen Shot 2016-02-05 at 2.19.37 pm.jpgWestpac has kicked off its new brand proposition with an inspiring TVC by DDB featuring long-time Westpac ambassador, Richie McCaw, all about encouraging Kiwis to stop using time as an excuse and get on with what’s important.

Says Oliver Lynch, head of brand and marketing, Westpac: “How often do you tell yourself you ‘don’t have time’ to do that thing you want to do or ‘someday you’ll get around to it’? To move forward in life you need to start taking action. So, at Westpac, we’ve decided to focus on encouraging New Zealanders to do just this.”

Westpac billboard_Come chat.jpgThe new ‘It’s time’ proposition, developed by DDB and launched as part of a full new brand refresh for Westpac, is unveiled with a hero TVC and category advertisements, out of home and online advertising, all with a new message, look and feel, brand line and logo.

Says Lynch: “‘It’s time’ is designed to inspire Kiwis to be courageous enough to do the big things and motivated enough to act on the small things that are important to them. Whether it’s buying a house, starting a business or travelling overseas, or simply completing a small goal like drafting a budget, we want to excite Kiwis about what’s possible and help customers to get on with the big and the small decisions.”

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Westpac billboard_One day.jpgDDB’s executive creative director, Shane Bradnick, says the launch spot shows off McCaw’s determination to succeed in whatever he does as an example of how New Zealanders could take action with their own lives, and asks us to consider what if Richie had listened to all the excuses, fears and concerns that go through our heads every day?

Says Bradnick: “In the brand ad, Richie runs in reverse across the dramatic Queenstown landscape where we hear all the excuses that could’ve made him stop, give up and go home. Then we see the moment he breaks through the doubt and decides to carry on.

“As the pictures move forward, the script is reversed, turning every negative statement into a positive one, showing us that the same voice that tells us not to do things can motivate us as well.”

Says Lynch: “This campaign is just the start. We’ve got all the tools and know-how to help New Zealanders with their financial goals, whatever they may be. So if it’s time, we’re ready.”

Head of Brand and Marketing: Oliver Lynch

Senior Brand Manager: Amber Willett

Brand Executive: Ashlea Lynch

Agency credits: DDB New Zealand

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Shane Bradnick

Creative Directors: James Conner and Christie Cooper

Creatives: Liz Richards, Nick Dellabarca, Nicole Sykes

Managing Partner: Elizabeth Beatty

Account Director: Mark Wilson

Senior Account Manager: Deepika Goundar

Account Executive: Kate Coppersmith

Head of Planning: Lucinda Sherborne

Senior Planner: Anna Gunnell

Head of Production (print): Marcel De Ruiter

Agency Producer (print): Julz Lane

Head of digital production: Liz knox

Digital Producers: Johannes Gertz and Sheetal Pradhan

Executive Producer: Judy Thompson

Senior TV Producer: Rosie Grayson

Production Company: Goodoil Films

Executive Producer: Juliet Bishop

Producer: Andrew McLean

Director: Matt Murphy

DOP: Lachlan Milne

Post Production Company: Blockhead

Post production online: Stefan Coorey

Editor: Bernard Garry Ase

Soundtrack/composer/Music: Cam Ballantyne

Media agency: Starcom 

General Manager: Sally Falconer

Business Manager: John Farrell

Media Assistant: Brittany Lee

Digital Activation Manager: Alex Gray

Senior TV Buyer: Rochelle Windram