CommBank raises awareness of financial abuse services in new campaign
CommBank has released a new campaign via M&C Saatchi, to highlight its commitment to end financial abuse in Australia.
The integrated campaign comes after CommBank launched the ‘CommBank Next Chapter Commitment’, an initiative to assist those suffering from financial abuse.
In the 30-second spot, it shows people accessing the bank’s services to get out of the financial abusive system.
M&C Saatchi Sydney executive creative director Mandie van der Merwe said: “CommBank has systems in place to help you recover from financial abuse, but people weren’t aware of this. The focus of the Next Chapter Commitment is to illuminate to all Australians about this support, regardless of who they bank with, and also bring to light this hidden epidemic of financial abuse. It is inspiring to be working with a client that has made such a firm and ongoing commitment to address this huge societal issue.”
Commonwealth Bank general manager, brand, sponsorship & social Di Everett commented: “A purpose-led goal needs purpose-led partnerships and we have been partnered by a team at M&C Saatchi that have cared as much about creating pathways to financial independence as we do. They have stretched themselves to deliver much more than an advertising campaign.”
CommBank has enlisted former frontwoman of Australian band The Preatures, Isabella Manfredi, who said: “Knowing first-hand how important it is to control your own finances and financial ambitions, I’m happy to lend my voice to CommBank’s Next Chapter Commitment. I hope this will bring attention to the help & solutions available for those who need it.”
Everett added: “We want to help create a future that is free of financial abuse, and we’re incredibly proud to work with Isabella to bring this important message to life, while at the same time doing our part in supporting homegrown artists.”
One of the OOH assets
Credits:
CommBank:
Monique Macleod – Group Executive of Marketing and Corporate Affairs
Dianne Everett – General Manager, Brand, Sponsorship & Social
James Peereboom – Executive Manager, Brand Communications
Caroline Millar – Senior Marketing Manager, Brand Communications
Kate Patterson – Marketing Manager, Brand Communications
M&C Saatchi Group AUNZ:
Cam Blackley – Chief Creative Officer
Mandie van der Merwe – Executive Creative Director
Avish Gordhan – Executive Creative Director
Bec Matlioski – Senior Copywriter
Tristan Cornelius – Senior Art Director
Catherine Mellon – Group Strategy Lead
Amanda Quested – Managing Partner
Kyle Abshoff – Group Account Director
Tori Davis – Senior Account Director
Jemma Stevens – Account Executive
Lill Schroeder – Senior Broadcast Producer
Rachel Strobridge – Lead Project Director
Giovanna Javelosa – Integrated Producer
Essence Global:
Pat Crowley – CEO
Ewan Mitchell – Client Partner
Ola Kaczmarek – Planning Director
Eliza De Mesa – Amplification & Trading Director
Elizabeth Fuhr – Digital Manager
Production:
Film Production: Scoundrel
Stills & Social production: Dick Sweeney – Louis & Co
Post Production – Offline: Adam Wills
Post Production – Online: Heckler
Music & Sound: Song Zu
VO talent: Isabella Manfredi, Level Two (Image Isabella Manfredi: Maclay Heriot photographer)
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