Westpac: Rescue Rashie

Westpac Banking Group, a bank, celebrated its 200th birthday by designing a children's vest with CPR instructions embedded, as a way to showcase the brand's commitment to future Australian generations.

Advertiser: WestpacBrand: WestpacAgency: Saatchi and SaatchiCountry: Australia

Objectives

Westpac Rescue Rashie had no commercial objectives. It was designed as tangible proof of the brand purpose.

As such, it was developed with the following objectives in mind:

  1. Demonstrate the bank's commitment to help Australian's in the moments that matter
  2. Create positive sentiment around the bank and its community initiatives
  3. Drive a new conversation about water safety
  4. Support education initiatives
  5. Create a new normal by making paediatric CPR more accessible

Creative work

Two centuries of helping Australians in the moments that matter

In 2017, Westpac...

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