DDB has gone to the outback for a new campaign to launch Westpac's $100 million scholarship program.
The campaign for the Westpac Bicentennial Foundation, with the tagline 'Making sure those with a drive to shape Australia get to', is the first step towards celebrating the foundation's 200 year anniversary in 2017.
The foundation, which is the biggest private education scholarship program in Australia, funds about 100 scholarships and awards each year.
Set against the backdrop of the Aussie outback, the creative focuses on two of Australia's best-known innovators – eye surgeon Fred Hollows and cancer researcher Adele Green.
John Harries, Westpac's general manager for strategic marketing, said: “DDB has done a superb job portraying the core principles of the Westpac Bicentennial Foundation, which is a gift to the nationa and an investment in its future.”
The campaign launches today on free-to-air and subscription TV, print, outdoor and digital.
CREDITS:
Client – Westpac
Head of mass marketing services – Lisa Ronson
Creative agency – DDB
Media – MediaCom
PR – Map and Page
Production – Revolver
