Commonwealth Bank reaches out to young customers about turning 18
Commonwealth Bank has launched a direct marketing campaign which aims to persuade its young customers to upgrade to adult bank accounts.
Agency BMF used an 18 year-old photographer to shoot 18 people about to turn 18 years old, who give their perspectives on what it’s like to reach this milestone age.
Photographer Nirrimi Hakanson, who has previously shot a Diesel winter campaign, and regularly contributes to publications such as Nylon and Oyster, shot the campaign.
Tim Wood, associate creative director, BMF, said: “The best way to capture our subjects and tell our story was to use a photographer who could truly empathise with the idea, and pass on some of her own insights. Her youthful energy and accessibility helped to put the street-cast talent at ease, drawing relaxed and honest performances.”
Credits:
Creative agency: BMF
Client: Commonwealth Bank of Australia
Photographer: Nirrimi Hakanson
Photographed at: Sun Studios
Beautifully executed design by Cat Duardo & Sian Binder. This piece is lovely to hold in your hands. Well impressed 🙂
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Innovative, fun – only if they could apply that same innovation to my bank fees…;-)
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Anyone know of a way I can get a hardcopy? I’d love this for my inspiration book… feel free to shoot me a tweet/DM @danpwn 🙂
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Great to see a financial services brand really connecting with Aussie youth via genuine storytelling. Be great if they followed it up with a social inititiave getting teens to tell their ‘coming of age’ stories as it relates to leaving school and the financial pressures they face. It’s fresh & relevant although i’d argue that 16 is the new 18 in terms of the purchasing power and responsibilities Aussie teens face. Nevertheless, well done CBA and BMF.
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