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.
CREDITS
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
Production:
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
Buck:
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
Totally LOVE this.
Bravo to agency and especially a brave client.
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