Westpac has launched a new national advertising campaign, ‘Double You’, extending its long-running ‘It Takes a Little Westpac’ brand platform and repositioning its red W as a symbol of customer and bank working together.
The campaign will run across TV, digital, outdoor and social from 1 February 2026 and features a bespoke song created for the brand.
The idea behind the work is to turn Westpac’s red W into a visual representation of ‘Double You’, reflecting the role the bank says it plays in helping customers move from effort to completion across everyday financial tasks.
The campaign has been developed alongside new research showing that ongoing cost-of-living pressures are making financial administration feel more time-consuming and demanding for many Australians.
At the same time, 52% of respondents said they feel confident about the next 12 months.
The research also found customers want banks to reflect everyday financial realities and offer practical support rather than aspirational messaging.
Westpac Chief Growth, Brand & Marketing Officer Michelle Klein said the findings pointed to an opportunity for the brand.
“Australians are stretched. They’re busy, burdened, and often stuck in a cycle of financial administration. What they want from their bank is practical support that lightens the load and helps them get things done,” Klein said.
“‘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. That’s what this campaign is about.”
Turning an existing brand asset into a new device
Klein said the red W enabled a consistent creative system across channels.
“It was one of those ideas that’s been hiding in plain sight for decades. Using our iconic W as a ‘Double You’ has unlocked a broad, fit-for-platform creative expression – from striking large format placements in high impact environments, to longer form film assets and product communications, each matched with meaningful proof points.”
The campaign also includes a new original song written for the work.
“Our new ‘Double You’ song was created to lift people’s outlook with a touch of levity, while grounding the work in the warmth and realness Australians expect from Westpac. It brings a meaningful promise to life, that even when things feel heavy, a little support can help turn effort into progress,” Klein said.
Built with real people on screen
The campaign was developed with The Tuesday Club, BMF, Spark Foundry, Scoundrel, Fathom, Massive Music, Painted Apple Moth and Assembly.
All “doubles” featured in the advertising are real siblings, a creative choice intended to support a more natural and relatable tone.
Westpac said the campaign will focus on everyday scenarios and the role banking products and services can play in helping customers complete routine financial tasks.