Common Ventures releases first work for Bank Australia

Bank Australia is highlighting its brand purpose by putting its socially-conscious customers in the spotlight to explain why switching to Bank Australia is a move towards social and environmental change.

‘The people Australia needs’ is the first work from Common Ventures since it was named Bank Australia’s creative agency of record in September last year.

The campaign builds upon Bank Australia’s 2017 activation, ‘The bank Australia needs’ by focusing on the customers.

“The strategy for this new campaign was shaped by the insight that our customers are passionate advocates for Bank Australia. This campaign amplifies the power and reach of customer advocacy by providing a greater platform for them to share their beliefs and explain the positive impact you can create, simply by aligning your banking with your values,” explained Bank Australia’s head of marketing, Nicole Hunter.

“We know that there is a growing market of socially conscious consumers who support purpose driven brands and this group forms our primary target audience. When they become aware that the money in their bank is potentially being invested in things that cause harm, this conflicts with their values.”

The launch film is supported by three ‘hero’ videos which spotlight a different customer, explaining how their experiences align with a value of Bank Australia.


Common Ventures creative director, Jane Burhop, said: “For the campaign to be a success, we had to give weight to what ‘The People Australia Needs’ actually means. Who are they? Why do we need them? How are they different from everyone else? To put it simply, Australia needs good people who act on their beliefs.

“By focusing on an individual’s belief system, the campaign allows us to naturally reveal the contradiction between someone’s intentions, morals and self-perception and their current bank of choice. The campaign’s goal isn’t to convince people to be good, but to make them aware that their everyday decisions and actions, like where they choose to bank, can have a big impact on the future.”

Alchemy One is behind the media strategy that will see the campaign roll out across out-of-home, video on demand, paid and owned social media, digital display and content partnerships, nationally.


Client: Bank Australia
Creative: Common Ventures
Production: Tandem Media / Jumbla / Rumble Studios


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