Westpac inspires Kiwis that ‘It’s Time’ with Richie McCaw in new campaign via DDB New Zealand
Westpac 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.”
The 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.”
DDB’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
7 Comments
Predictable and familiar.
Beautifully bland
Didn’t Westpac used to make good ads?
Such an unoriginal concept, which is unfortunate considering the man they had to front it. Very uninspiring too
Yawn another All Black ad
YAAAAAAAAAWWWWWWWNNNNN
Reading Shane’s rationale made me want to watch this spot. The execution however, with that talent, is inexcusably bland.