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Bank of Melbourne enters market with ‘humble’ proposition

The Bank of Melbourne is trumpeting its entry to the banking market with a  campaign based on the idea of mutual prosperity.

The campaign was a joint effort between Ogilvy Melbourne and sibling STW Group agency Designworks, who assembled a brand team of 12 led by Ogilvy’s MD Michael McEwan.

The campaign also includes DM, outdoor, print, radio, billboards, tram liveries, in-branch experience as well as a new logo.

“From the start we looked at the skills set from within the group and hand-picked a team that was best suited to meet this business challenge. The development of the brand and the resulting campaign is a great example of how the Ogilvy Group and Designworks can mobilise a talented team of diverse specialist skills to co-create something of this scale.”

He added: “Our client was heavily involved in all aspects of the brand’s creation, working with the entire team right from the start. The result is a brand promise that is humble, but with a strong commitment to work with the people of Victoria to create mutual prosperity.”

Credits:

  • Agency: Ogilvy Melbourne
  • Production company: Brilliant Films
  • Media: OMD
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