Post-Fire Cards.

Small Australian communities devastated by the black-summer bushfires, struggled to rebuild with COVID stopping essential tourist dollars. With restrictions easing, Aussies could help by visiting and spending money. To live their brand statement ‘help in the moments that matter’ Westpac bank created a never-before-seen print innovation, subverting the typical picture perfect postcard.

The postcards contained pop-out debit cards loaded with money and, using innovative geo-fencing technology, could only be activated within the region depicted. Each card was designed in collaboration with acclaimed Jacky Winter Group artists Guy Shields, Nat Carroll, Greedy Hen, and Stu McLachlan, depicting iconic bushfire moments.

The campaign was shortlisted eight times at Cannes and awarded with multiple pencils at AWARD awards.