Kill Boring Dead (KBD) has launched its first campaign for Bank of Queensland (BOQ), celebrating Queenslander identity with a new creative platform.
The campaign, ‘The Ultimate Queenslander’, is a TikTok-first content series built to connect with young Queenslanders via localised humour, culturally relevant conversations and the kind of social content that feels more group chat than brand campaign.
The content series spans three key pillars: Money Talks, A True Queenslander and Timely Issues, with monthly vox pop-style videos rolling out across TikTok.
Created to support BOQ’s broader ambition to be the bank Queenslanders choose, the campaign leans into the realities, language and quirks of modern Queensland life, from debates only locals will understand to everyday money conversations.
Kicking off the campaign was a quest to find the quintessential Queenslander a deliberately tongue-in-cheek public casting call. Looking beyond professional influencers and celebrity talent, the campaign embraced what KBD describes as “main character energy from actual Queenslanders.”
“Other corporations talk to young Australians. BOQ wanted to talk with young Queenslanders in a voice they recognise, on the platforms they actually live on, about the small, specific, often very funny things that only make sense if you grew up there,” said KBD founder and chief executive Marcus Willis.
“This is exactly the kind of work that KBD’s team gets out of bed for. It’s a brave, simple idea that backs local identity over corporate polish, shows the power of connecting with people in a way that’s genuine, familiar and true to who they are.”
“We wanted to create social content that Queenslanders would genuinely want to watch, share and be part of, rather than content that felt like advertising interrupting their feed,” said BOQ group social media manager Chris Wilson.
“KBD immediately understood that authenticity and cultural relevance were going to matter more than polished brand messaging. The Ultimate Queenslander series gives us a platform to show up in a way that feels local, entertaining and genuinely connected to the communities we serve.”
Credit list
Bank of Queensland
Chris Wilson — Social Media Manager
Genevieve Brown — Brand, Social & Content Lead
Phoebe Duke — Senior Manager – Group Brand, Social & Sponsorships
Kill Boring Dead
Marcus Willis — Director & Co-Founder
Jackson Springer — Head of Brand & Co-Founder
Shanice Leung — Experience Lead
Rosie Brown — Head of Strategy
Ainslee Baruhas— Head of Client Partnerships
Rav Bouckaert — Integrated Producer
Michaela Caione & Caitlin Adams — Account Director
Jess Jones — Senior Account Manager
Joey Do — Content Producer
Veronica Chiongbian — Social Media Executive
JM – Media Manager
