Auswide Bank today launched its first brand campaign via SMART Queensland. Titled ‘The Big-Hearted Bank’, the campaign follows the transformation of a tiny, besieged, accountant mouse that lives inside the heart of the hero.
The campaign signals the launch of Auswide Bank into the national market following a rebrand from Wide Bay Australia last year. The animated video was produced by Photoplay with animation by Eallin, Tokyo, and an original soundtrack by Uncanny Valley.
Carly Ryder, Auswide Bank head of marketing, said: “Our new brand campaign is both beautiful and endearing and pulls at the heart strings but, in essence, it really portrays who we are as a challenger bank.”
Benjamin Davis, SMART executive creative director, added: “It takes a brave client to first identify and then fully appreciate what can be achieved in setting sail against the winds of mediocrity, particularly in a category awash with expressions of faux empathy.
“Auswide Bank doesn’t pretend to ‘live in your world’, they don’t pretend ‘they’re for the makers’. They just believe in the positive, transformational power of great relationships, and they genuinely want to help their clients achieve their goals. Auswide Bank sees the good in people. They’ve got a big heart. So it’s a campaign built on a pretty salient truth. I’m proud of the work we’ve achieved together.”
The campaign follows the appointment of Phillippa Netolicky as general manager and the relocation of former McCann Melbourne associate creative director Ben Davis to executive creative director at SMART Queensland.
Netolicky said: “We’ve created a solid brand platform that we’ve developed over several months. We’re excited to see what the rest of 2016 will bring for SMART.”
The campaign will roll out in coming weeks, comprising TV, digital, social media, and OOH.
General Manager, Marketing and Products: Ray Linderberg
Head of Marketing: Carly Ryder
Agency: SMART Queensland
Executive Creative Director: Benjamin Davis
General Manager: Phillippa Netolicky
Copywriter: Benjamin Davis
Art Director: Benjamin Davis/Fiona Self
Designer: Jackie Dewar
Director: Armand de Saint-Salvy
Executive Producer: Oliver Lawrance
Producer: Ronald Roberts
Animation Studio: Eallin Tokyo, Japan
Original Music: Uncanny Valley, Sydney