Westpac extends brand reset with ‘Double You’ platform

Westpac is doubling down on brand-led growth, launching a national campaign ‘Double You’ as the bank leans further into messaging around practical, everyday support.

The new work builds on Westpac’s long-running platform ‘It takes a little Westpac’, reframing the bank’s iconic red ‘W’ as a symbol of partnership.

Double You centres on small, recognisable wins – staying on top of admin, making decisions with confidence and getting one more thing off the to-do list – reflecting the realities of life under ongoing cost-of-living pressure.

“Australians are stretched. They’re busy, burdened and often stuck in a loop of financial admin,” Michelle Klein, chief growth, brand and marketing officer at Westpac, said. “What they want from their bank is practical support that lightens the load and helps them get things done.

“‘Double You’ brings that promise to life by showing how a bank can be a force multiplier for whatever matters to them. People don’t want unrealistic promises; they want tools, guidance and support that turn effort into completion.”

The creative features real-life siblings to dramatise the idea of having a ‘double’, reinforcing authenticity and relatability. A bespoke song anchors the work, designed to inject lightness while maintaining the warmth long associated with the Westpac brand.

Klein said the idea was “hiding in plain sight”. “Using our iconic W as a ‘Double You’ has unlocked a broad, fit-for-platform creative expression – from striking large-format placements to longer-form film and product communications, each matched with meaningful proof points.”

Westpac consumer division CEO Carolyn McCann praised the campaign’s focus on realness and everyday progress, noting it reflects the bank’s ambition to stand beside customers in the moments that shape their day-to-day lives.

The campaign, developed by BMF, rolls out nationally across TV, digital, outdoor and social from 1 February, with media handled by Spark Foundry.

The launch also marks another step in Westpac’s broader brand and marketing reset following a series of senior appointments over the past year, including Klein’s arrival from IAG and Anna Jackson joining as head of brand, content and creative.