Bankwest writes love letter to WA in latest brand campaign
Bankwest has launched a new brand campaign in celebration of its Western Australian roots, via its bespoke WPP creative agency, Union.
The new work leverages the bank’s 125-year history in the Western state, highlighting some of the ways Bankwest supports the people of WA, from scam education programs and assisting first home buyers, to lending a hand with community groups like Foodbank through giving colleagues two volunteering days per year and supporting Telethon for over 50 years.
The 30-second TVC that spearheads the campaign features the animated style that the bank has used across its campaigns since 2018, and is set to a bespoke backing track from upcoming local WA band, The Spunloves.
Bankwest chief customer officer, Paul Vivian, said: “Bankwest is proud of our West Australian roots and the role we play in our home state.”
“There’s something special about being a West Australian. Regardless of whether you’re born here or have called WA home later on, living in WA means we celebrate each of our wins along the way but are also there for each other when times get tough. That’s the role we like to think of Bankwest providing for our customers and the WA community at large.”
Creative partner, Rob Martin Murphy, added: “From the classic WA settings, to the distinctive WA-isms, this story of Bankwest’s connection to the state is sure to bring a smile to a few West Aussie faces. And, as always, production partner Buck have done a brilliant job helping to bring that story to life.”
The ‘Born this WA’ campaign will run across TV, catch up TV, radio and audio, out-of-home, social, in branch point of sale, print, digital competitions and activations within Perth.
Credits:
Bankwest
Chief Customer Officer – Paul Vivian
Executive Manager, Brand, Sponsorship & Loyalty – Rachel Mott
Senior Brand Manager – Chantelle Cox
Brand Manager – Lara De Carli
Brand Manager – Caitlin Di Stefano
Senior Manager, Marketing Strategy & Development – Mariko Aoki
Marketing Media Manager – Caroline Mitchell
Union
Client Partner — Daniel Bevins
Creative Partner – Rob Martin Murphy
Account Manager – Liam Windel
Account Executive – Aaron Maher
Media Lead – Mary Storey
Digital Director – Tia Martinez
Communications Managers – Kendall Nicholls & Emma Bennett
Media Associate – Luca De Santis
Digital Associate – Dylan Mazza
Chief Experience Officer – Sive Buckley
Finished Artist – Jenie Johnston
Social Creative Lead – Lauren Mathieson
Social & Motion Designer – Timothy Ho
Animation – Buck
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