Bank of Melbourne is letting Victorians know that if ‘you have the will, we have the way’, launching a refreshed brand positioning and campaign in collaboration with Saatchi & Saatchi Melbourne.
The integrated campaign is underpinned by the bank’s focus on helping customers find a way forward, and demonstrates the bank’s purpose: to help progress the people, businesses and communities of Victoria.
The campaign launches with a rags to riches story of a sassy penguin from St. Kilda who has the will to go her own way and take on the city.
Ash Gray, head of brand & marketing at Bank of Melbourne, said the story echoes the aspirations of the bank’s customers: “Bank of Melbourne’s refreshed brand highlights our ongoing commitment to helping customers find a way forward with our tailored products and exceptional service.
“The brand platform is based on a simple truth: people don’t go into a bank wanting to stay where they are, they want to progress forward, whether it’s by taking a big step or a small one. Marrying that need to the progressive attitude of our customers – and telling the story through an unexpected St. Kilda resident – felt like something only Bank of Melbourne could do.”
Mark Cochrane, managing director of Saatchi & Saatchi Melbourne, added: “The collaborative imaginings between the bank team, Goodoil Films, Alt FX, Pixel, The Butchery, Media Lab and our team has been fantastic to witness. We now hope Melburnians enjoy this story of progress as much as we do.”
The launch component of the idea is being executed across TV, outdoor, radio, digital, partnerships, CRM and in branch, and being rolled out from Sunday 31 March and over the next month.
Client: Bank of Melbourne
Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Senior Integrated Producer: Stephanie Bink
Art Director: Tim Yates, Anna Fullerton
Copywriter: Kerem Sekerci, Mac Wright
Integrated Designer: Talia Holland
Interactive Designer: Felix Jong
Client Services Director: Ella Ward
Senior Business Director: Alice Tschuchnigg
Business Director: Eva Nowicki
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane
Media Agency: Media Lab Communications
Group Business Director: Nicole Hayes
Director: Gabby Lawton
Production Company: Goodoil
Director: Adam Gunser
Head of Production: Chana McLallen
Executive Producer: Simon Thomas
DOP: Germaine McMicking
Editors: The Butchery – Jack Hutchings & Cameron Hales
Executive Producer: Freya Maddock
Post Production: ALT VFX
Head of VFX: Andrew Hellen
Senior VFX Producer: Celeste Fairlie
Colourist: Billy Wychgel
Post Production: Antony Newton
Sound: Risk Sound
Risk Producer: Theresa Valka
Sound Engineer: Dee Gjedsted
Music: Level Two Music
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