Title | BAKER OF BEIRUT |
Brand | WESTPAC BANKING CORPORTATION |
Product / Service | BANKING |
Category | A09. Consumer Services / Business to Business |
Entrant | DDB SYDNEY, AUSTRALIA |
Idea Creation | DDB SYDNEY, AUSTRALIA |
Media Placement | MEDIA LAB COMMUNICATIONS Sydney, AUSTRALIA |
PR | MAP AND PAGE Sydney, AUSTRALIA |
Production | 3&7 Sydney, AUSTRALIA |
Production 2 | THE BUTCHERY Sydney, AUSTRALIA |
Production 3 | SONG ZU Sydney, AUSTRALIA |
Production 4 | BLOCKHEAD VFX Sydney, AUSTRALIA |
Production 5 | LEVEL TWO MUSIC Sydney, AUSTRALIA |
Additional Company | PETA EINBERG CASTING Sydney, AUSTRALIA |
Additional Company 2 | NICK HAMON CASTING Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ben Welsh | DDB Sydney | Chief Creative Officer |
Tara Ford | DDB Sydney | Executive Creative Director |
Matt Chandler | DDB Sydney | Creative Partner |
Matt Chandler | DDB Sydney | Copywriter |
Noah Regan | DDB Sydney | Head of Art |
Noah Regan | DDB Sydney | Art Director |
Paul Jansen | DDB Sydney | Senior Designer |
Sevda Cemo | DDB Sydney | Head of Integrated Content |
Tash Johnson | DDB Sydney | Lead Senior Producer |
Andrew Little | DDB Sydney | Chief Executive Officer |
Priya Patel | DDB Sydney | Managing Director |
Chiquita King | DDB Sydney | Managing Partner |
Sasha Firth | DDB Sydney | Managing Partner |
Topher Jones | DDB Sydney | Group Business Director |
Sanja Zanelli | DDB Sydney | Senior Business Director |
Kirsty Smith | DDB Sydney | Senior Business Director |
Fabrizia Violante | DDB Sydney | Business Manager |
Carl Ratcliff | DDB Sydney | Chief Strategy Officer |
Dom Hickey | DDB Sydney | Head of Planning |
James Davis | DDB Sydney | Senior Planner |
Jenny Melhuish | Westpac Banking Corporation | Head of Brand, Advertising & Media |
Samuel Viney | Westpac Banking Corporation | Head of Advertising |
Amber Joyce | Westpac Banking Corporation | Senior Advertising Manager |
Carly Boyle | Westpac Banking Corporation | Director of Media Planning |
Anna MacFarlane | Westpac Banking Corporation | Head of Marketing, Strategy & Planning |
Alice Peers | Westpac Banking Corporation | Senior Marketing Manager |
Brooke Carter | Westpac Banking Corporation | Senior Marketing Manager |
Magdalena Sikora | Westpac Banking Corporation | Marketing Manager |
Steve Ayson | 3&7 | Director |
Emma Wilcockson | 3&7 | Executive Producer |
Julianne Shelton | 3&7 | Producer |
Jack Hutchings | The Butchery | Editor |
Abigail Sie | Song Zu | Sound Engineer |
Stefan Coory | Blockhead VFX | VFX Post Supervisor |
Karen Fabling | Blockhead VFX | VFX Post Supervisor |
Sam Hall | Blockhead VFX | VFX Post Producer |
Briohny Aldersea | Blockhead VFX | VFX Post Producer |
Karl Richter | Level Two Music | Music Supervisor |
Peta Einberg | Peta Einberg Casting | Casting |
Nick Hamon | Nick Hamon Casting | Casting |
Media Lab | Media Lab | Media Agency |
Map & Page | Map & Page | PR |
This is the story of Ali, a young surgeon from Lebanon who’s forced to flee the country with his family during the civil war. They make their way to Australia, where despite Ali’s history as a doctor, he needs to find a new source of income. Taking on an apprenticeship, with a lot of hard work he becomes a capable baker, and eventually opens a shop inspired by his heritage – “The Baker of Beirut”. At the end of our story, we see the powerful impact of Ali and his wife’s efforts. It’s revealed their daughter hasn’t joined the family business as we expected, she’s become a surgeon like her dad was back in Beirut. Underscoring the sacrifice Ali has made for his daughter, a super appears: Whoever you’re in business for, we’re here to help connecting the brand’s empathy to this powerful story of migration.
This film was part of Westpac’s “Help” campaign, which deals with subject matters – like divorce and death – that other banks are afraid to confront. So when it came to the subject of business banking, a more familiar banking topic, we told a story through the epic lens of a migrant family escaping Lebanon and making sacrifices for the good of their child. A story relevant and potent for all Australians. - 97.4 per cent of all businesses operating in Australia are small businesses - 70% of those are family businesses - 1/3 of Australian small businesses are owned by migrants - 83% of migrant business owners did not own a business before coming to Australia - 51% Have a degree or higher, and in many cases their qualifications are not recognised in Australia.