Bankwest continues ‘Bank Less’ brand positioning with ‘Sea of Sameness’ campaign

Bankwest has launched the latest instalment of its ‘Bank Less’ positioning, ‘Sea of Sameness’.

Continuing the brand’s call for less ‘Bank Stuff’ – following consumer insights that Australians want fair, simple and transparent banking – the campaign, created by WPP AUNZ’s bespoke agency, Union, features stereotypical banking scenarios used in advertising to portray how Bankwest differs from its competitors.

Paul Nagy, Union’s chief creative officer, said: “We all want less jargon and complication, but mostly banks seem to want to talk about themselves and how important they are in your life.

“So it takes a very brave and focussed client to face up to that, and start on a journey to be less banky. Bank Less is about working hard to be the bank that’s there when you need us but not when you don’t.

“It’s designed to be tongue in cheek and be playful and fun, but also to genuinely be the only bank that plays a bigger part in our customers’ lives – by playing a smaller one.”

Executive general manager of Bankwest customer experience, Andrew Chanmugam stated that ‘Bank Less’ was a philosophy the business was already operating by.

“Bank Less means less complexity and less frustration for customers; it’s about assisting customers when and where they need us, as simply and seamlessly as possible. Bank Less is deliberately designed to be cheeky and capture attention, but it’s also a statement of intent about the experience we want customers to have each and every time they interact with us.”

The campaign will be running across television, cinema, social, inflight TV, Spotify and digital radio.


Agency – Union

Chief Creative Officer: Paul Nagy

Creative: Brendan Greaney

Senior Copywriter: Justin Schoenmaker

Senior Art Director: Bryce Waters

Producer: Matt Barber

Project Director: Jo Gibb

Integrated Strategy Director: Chelsea Wadsworth

Media Project Director: Timo Waldbuesser

Media Manager: Amy Rovira

Digital A&T Director: Jessica To

Digital A&T Manager: Adam Cartwright-Howell


Director: Jesse James McElroy

Production Company: Brilliant Films

Executive Producer: Stephanie Ceccaldi

Producer: Peter Kearney

Director of Photography: Daniel Ardilley

NZ Facilitation Company: Cowley Films

Post Production: The Editors


Creative Director – Gareth O’Brien

Executive Producer – Erica Ford

CG Lead – Elijah Akouri

Client – Bankwest

Executive Manager, Brand and Marketing: Haylee Felton

Senior Brand Marketing Manager: Nisha Fay


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.