Westpac takes Double You to teens as banking brand platform expands

Westpac is extending its Double You brand platform into teen banking, launching new work aimed at young Australians beginning to earn, spend, save and the parents helping them build confidence with money.

The work marks the next chapter for Double You, which launched nationally in February as Westpac lifted investment in brand-led growth under chief growth, brand and marketing officer Michelle Klein.

Rather than treating youth banking as a straight product message, the new campaign focuses on a life stage where independence begins to grow and money habits start to form.

Klein, who has been in the Westpac role for around 10 months, said the campaign is designed to show up at that milestone in a way that feels authentic, optimistic and grounded in insight.

“Proud to launch a new chapter in Westpac’s Double You creative platform, this time focused on teens and their families,” Klein said in a LinkedIn post. “It’s a life stage where independence starts to grow, money habits begin to form and trusted support can make a real difference."

“As a mum of a teen, I’ve seen how meaningful this milestone can be – and why it matters to recognise it in a way that feels empowering, optimistic and true to where young people are today.”

The campaign uses music to connect with teens starting to make their own financial decisions, while also speaking to parents looking for simple ways to help their children build confidence with money.

The work features emerging Australian artists INKABEE and Sharon-Rose, music film director Zac Dov Wiesel and choreographer Kirsten Dodgen.

“This campaign is about showing up in that moment that feels authentic and grounded in insight,” Klein said.

“Through music, we’re connecting with a generation starting to earn, spend and save, while also reaching parents looking for simple ways to help their kids build confidence with money.”

Double You was introduced earlier this year as a reframing of Westpac’s red W, positioning the bank as a practical partner for Australians navigating everyday financial admin and cost-of-living pressure.

At the time, Klein said Australians were “stretched, busy, burdened and often stuck in a loop of financial admin”, and wanted practical support from their bank.

The teen-focused campaign suggests Westpac is now looking to stretch Double You across more specific customer moments and life stages, moving the platform beyond a broad brand message and into targeted customer acquisition and engagement.

The work also reflects a broader push by banks to reach younger customers earlier, particularly as teens begin to manage their own money, use digital banking tools and develop savings habits.

Westpac’s teen banking offer includes transaction and savings accounts for young people, alongside tools and guidance for parents helping children manage money more independently.

Klein said the new campaign brings together creativity, strategy and customer needs.

“What I love about this work is how it brings together creativity, strategy and customer needs in a way that is fresh, culturally relevant and true to the role our brand can play in people’s lives,” she said.

The campaign was developed with The Tuesday Club and Spark Foundry Australia.