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.

CREDITS

Auswide Bank

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

 

Production: Photoplay

Director: Armand de Saint-Salvy

Executive Producer: Oliver Lawrance

Producer: Ronald Roberts

 

Animation Studio: Eallin Tokyo, Japan