Westpac PartPay

In a saturated Buy Now Pay Later (BNPL) market, we needed to encourage existing Westpac card holders to activate and start using PartPay, the new BNPL method. When choosing how to pay, ease is everything, and PartPay has the competitive advantages of being run through the same transaction account as your credit card.

Our Proposition: Easy payments made easier

Simultaneously to this release, Westpac was undergoing a live brand exploration, meaning putting out a new style with no defined brand guidelines - so, our creative direction was made in tandem exploring the foundation of the new brand identity. Presented with this unique challenge and opportunity to explore a new creative style to appeal to the youthful target audience, we communicated ease through carefree fun, defined by gritty film photography, candid moments and unconventional crops.