Commonwealth Bank Evolves Brand With New ‘Can’ Campaign

In light of the scale and pace of change around the world, Commonwealth Bank is kicking off a new brand campaign to better understand the uncertainty many Australians are feeling about the future.

Recent research undertaken by CommBank found the majority of Australian adults (66 per cent) admit to feeling uncertain about what the future holds, with the uncertainty particularly pronounced when it comes to matters of a financial nature. Of note:

• Eight in 10 Australians (80 per cent) are worried about the cost of living in the future;
• Seven in 10 Australians (70 per cent) are concerned about being financially secure in old age;
• Nearly seven in 10 (68 per cent) cite future housing affordability as a notable concern;
• Six in ten (60 per cent) admit they are concerned about having enough money for a rainy day (unexpected future expense);
• Almost half (49 per cent) say achieving work-life balance is tougher than it was five years ago.

In addition to highlighting the uncertainty people are feeling, the findings revealed that close to three quarters (73 per cent) of Australians want banks to do more to understand their needs and concerns. About the same amount of people (72 per cent) want their bank to be a partner in helping them address their needs and concerns in an ever-changing world.

Stuart Tucker, Commonwealth Bank’s General Manager of Brand, Sponsorship and Marketing Services, said the bank recognised that a new landscape required a new approach to address the important issues in people’s lives.

“It’s only natural that people feel uncertain – look at the events of 2016,” Mr Tucker said. “We’re hearing this through our conversations with customers, and through our market research.

“This new campaign is all about showing Australians that we understand the uncertainty they’re feeling, and to help them find news paths forward.

“We want to help them achieve their financial goals despite the uncertainty that exists, whether that’s buying a home, growing their business, securing their retirement or planning for their kids’ future.”

The new campaign was developed in partnership with M&C Saatchi.

“This new platform is designed to listen to people’s views around Australia, so that CommBank can understand their needs and concerns, before partnering with them to help them achieve their financial goals,” Michael Canning, Executive Creative Director at M&C Saatchi, said.

“In a first- of- its- kind use of an ATM network, CommBank will be asking questions that matter to many Australians, such as ‘Is the Australian property dream still a reality?,’ ‘Are our businesses ready to face the future?’ and ‘Do our kids have the skills they need for tomorrow?’.”

The integrated launch campaign was shot by renowned director/photographers Simon Harsent and Sean Izzard of the Pool Collective.

In conjunction with the new brand platform, M&C Saatchi worked with M&C Saatchi Group Company RE, to design a new brand strategy & visual identity for CommBank.

CREDITS

CBA

GM of Brand, Sponsorships and Marketing Services: Stuart Tucker

Executive Manager, Integrated Brand & Social Communications: Tamisine Heath

Executive Manager, Brand Strategy: Linda Manos

Marketing Manager: Emma Squires-McCarthy

Social Manager, Operations: Matt Norton

M&C Saatchi Agency

Executive Creative Director: Michael Canning

Creative Directors: Tim Green, Andy Flemming, Shane Gibson, Guy Futcher, Brendan Donnelly

Managing Partner: Lee Simpson

Group Account Director: Tanya Vragalis

Senior Account Director: Kezia Quinn

Account Director: Tori Davis

Project Director: Danielle Mountford

Brand Strategy Director: Nicky Bryson

CBA Strategy Lead: Alex Roper

TV Production: Rod James, Lil Ireland

Head of Print Production: Trent Henderson

Senior Print Producer: Greg Hyslop

Creative Workflow: Sharon Georgiou, Natalie Lavelle-Mangan

Executive Integrated Design Director: Matt Willis

UX Director: Ken Marlewski

Design Director: James Jamias

Senior Motion Graphics Designer: Cameron Nash

Senior Integrated Designer: Rod Robles

Digital Designers: Harry Tuckwell, Danielle Pontes, Bianca Cassaniti

Digital Producers: Kevin Bintoro, Emma Wetton, Jaz Lumsdaine Lead

Finished Artist: Salvatore Liseo

Finished artist: Holly Jones

Head of Retouching: Adam Holden

Senior Retoucher: Richard Hughes

RE:

Managing Director: Patrick Guerrera

Creative Director: Colin Cornwell

Associate Design Director: Ali Ozden

Head of Verbal Branding: Shannon Bell

Strategist: Zoe Bruce

Senior Account Director: Sarah Burling

Senior Copywriter: Jane Duru

Senior Designer: Alex Creamer

Designer: Alex McLauchlan

Senior Designer / Motion Designer: Sumita Maharaj

Pool Collective

Director: Simon Harsent

Photographer: Sean Izzard

Executive Producer: Cam Gray

Production company producer: Honae McNeill

Heckler

Aborah Buick – Head of Production

Editor: Andrew Holmes

Compositor: Max Peillon