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Editors' Choice

ANZ & Whybin\TBWA Group Melbourne Call On A More Equal Future For Women

TBWA Worldwide, 2 years, 2 months ago

With an online film directed by Jane Champion that looks at why girls develop far ahead of boys, yet somehow, financially, end up far behind

ANZ & Whybin\TBWA Group Melbourne Call On A More Equal Future For Women

Building on the brand’s ‘Your World Your Way’ campaign, ANZ is launching a range of initiatives to inspire and support women to build their financial strength and realise a more equal future.

Joyce Phillips, chief executive officer, Global Wealth for ANZ, who is passionate about helping women with their financial wellbeing, advocates that, “Only by redesigning systems so they are more supportive and inclusive of both women and men will we be able to build better businesses and better societies.”

Created by Whybin\TBWA Group Melbourne in partnership with Oscar award-winning film director, Jane Campion, an online video and 45-second TVC, highlighting the need for a more equitable system, have been produced to launch the campaign.

The launch piece is based on a simple and troubling insight — girls develop far ahead of boys, yet somehow, financially, they end up far behind.

In the online film, Jane Campion has directed a group of bright, hopeful young girls presenting poignant facts of inequality, as well as a stirring physical reaction from seven-year-old black belt Karate star, Mahiro-chan.

To help create a world that better supports women, ANZ is launching a range of initiatives and calling upon other organisations to explore what they can do too.

A series of four, 15-second follow up videos will highlight some of the steps ANZ is taking to address the gap in women’s wealth, including making an extra $500 annual super contribution to all 12,700 ANZ female employees in Australia and offering free superannuation advice to Australians with less than $50,000 accumulated in their super.

The campaign will initially launch online and will be supported by digital advertising, social media and re-targeting activity including the four, 15-second ANZ initiative videos. TV will launch in August to extend the reach of the campaign and a content heavy women’s website will act as the hub for the campaign.


Advertiser: ANZ

Creative Agency

Account Manager: Karolina Nanowski

Creative Agency: Whybin\TBWA Group Melbourne

Creative Chairman: Scott Whybin

Executive Creative Director: Paul Reardon

Executive Producer: Margot Ger

Group Account Director: Ricci Meldrum

Senior Account Director: Natalia Shore

Senior Art Director: Mark Jones

Senior Copywriter: Rob Hibbert

Strategy Director: Kees Kalk

Media Agency

Media Agency: PHD

Music and Sound

Music Production: Mark Bradshaw

Sound Production: United UK & Nylon Studios


Edit Company: The Editors

Production Company

Director: Jane Campion

DOP: Ari Wegner

Producer: Peter Knowles

Production Company: Big Shell Films

Category: Banking , Finance/insurance

Genre: Storytelling , choreography