An uprooted family goes from struggle to success in this touching Aussie bank ad

Latest spot by Westpac highlights small business owners

Published On
Jun 04, 2019

Editor's Pick

Westpac, the Australian bank, is known for its emotive ads via DDB, including one recent effort that tackled the sensitive subject of divorce and another featuring an immigrant who always puts others first

Its latest spot also focuses on immigration, this time with the story of a family who are uprooted from the war-torn Middle East. The wife gives birth in a refugee tent, and although the father is a doctor in his home country, when he arrives in Australia he is forced to work for a bakery. The story shows his frustrations with the job at first but then, as he finally masters the art, the family opens their own business and go on to success. It concludes by showing that their daughter is now a doctor herself. 

It’s set to the Master Apprentices' "Because I Love You" covered by Amy Shark and is sensitively directed by Steve Ayson via 3&7. 

The campaign, running on radio, outdoor and social as well as TV, is backed by research that found one in three small businesses in Australia are owned by migrants. DDB Sydney creative partner Matt Chandler added: “This epic story of grit and sacrifice was a privilege to make. It really pays homage to so many small business owners with similar stories to that of the central character Ali; people who have set out on their own to build a life for their families."

Credits

Date
Jun 04, 2019
Client:
Westpac
Agency:
DDB-Sydney
Head of Brand, Advertising & Media:
Jenny Melhuish
Head of Advertising:
Sam Viney
Senior Advertising Manager:
Amber Joyce
Head of Business Experience:
Sian Chadwick
Head of Business Marketing:
Anna MacFarlane
Senior Marketing Manager:
Alice Pears
Senior Marketing Manager:
Brooke Carter
Marketing Manager:
Magdalena Sikora
Chief Creative Officer:
Ben Welsh
Executive Creative Director:
Tara Ford
Head of Art:
Noah Regan
Creative Partner:
Matt Chandler
Art Director:
Noah Regan
Copywriter:
Matt Chandler
Designer:
Paul Jansen
Head of Integrated Content:
Sevda Cemo
Lead Senior Producer:
Tash Johnson
Managing Partner:
Chiquita King
Managing Partner:
Sasha Firth
Group Account Director:
Topher Jones
Senior Business Director:
Kirsty Smith
Business Manager:
Fabrizia Violante
Chief Strategy Officer:
Carl Ratcliff
Head of Planning:
Dom Hickey
Senior Planner:
James Davis
Production Company:
3&7
Director:
Steve Ayson
Executive Producer:
Emma Wilcockson
Producer:
Julianne Shelton
Edit Facility:
The Butchery
Editor:
Jack Hutchings
Sound:
Song Zu
Sound Engineer:
Abigail Sie
Post Production:
Blockhead VFX
Music Supervision:
Karl Ritcher
Casting:
Peta Einberg Casting & Nick Hamon Casting
Media:
Media Lab Services
Public Relations:
Map and Page

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