Practical support at the heart of Westpac's new 'Double You' campaign
Westpac has launched its new national advertising campaign, 'Double You', building on its enduring brand platform 'It takes a little Westpac'.
The campaign is built around a simple idea: transforming Westpac's iconic red W into a symbol of partnership - a 'Double You' - to reflect the support customers want as they move from doing to done.
Notably, the campaign features a unique song, crafted to capture both the feeling and the meaning of the brand.
It comes as new research1 shows Australians continue to feel the weight of cost-of-living pressures, with many saying routine financial admin is taking more time and energy than it should. Despite this, there is some optimism with half (52%) of Australians surveyed saying they are feeling confident about the next 12 months.
According to the research, Australians want banks to acknowledge these realities and provide tangible help, not aspirational imagery that doesn't reflect everyday life.
Westpac's Chief Growth, Brand & Marketing Officer, Michelle Klein said these insights showed there is a clear space for a bank to meet the prevailing mood of the nation, striking an optimistic tone grounded in warmth, realness and a meaningful promise.
"Australians are stretched. They're busy, burdened and often stuck in a loop of financial admin. 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.
"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.
"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.
Created in collaboration with The Tuesday Club, BMF, Spark Foundry, Scoundrel, Fathom, Massive Music, Painted Apple Moth and Assembly the campaign was produced with authenticity front of mind. All "doubles" featured in the campaign are real siblings, a deliberate choice to ensure the work feels grounded, human and reflective of real Australian life.
The campaign will run across TV, digital, outdoor and social channels from 1 February 2026, showcasing stories of everyday progress and the small wins Australians can achieve with a supportive banking partner in their corner.
Summary of research findings:
- Nearly two thirds (63%) of Australians say cost-of-living is currently weighing them down.
- A third (31%) of Australians put off financial tasks because they are complicated or draining.
- Two in 5 (40%) say keeping on top of bills, statements, and subscriptions takes more time than it should.
- What people want to see from banks: Messages that show how - not just say why. Practical help and solutions 48%, Real-life challenges people face 45%. By contrast, positive/aspirational outcomes (25%) and light-hearted/uplifting (17%) trail well behind.
- Half (52%) of Australians say they are feeling confident about the next 12 months in terms of their personal life.
1 Research commissioned by Westpac with 1,965 Australians aged 18 and over surveyed nationally in January 2026.
