Heritage Bank helps customers with their ‘firsts’ via Cummins&Partners
Queensland-based Heritage Bank has showcased its ‘People First’ philosophy in a new brand campaign from Cummins&Partners.
The new work is the latest iteration of the bank’s ‘Bank You Very Much’ brand platform, which leant into Heritage Bank’s 150 years of history to position it as ‘the bank you can thank’. The platform was launched by Cummins&Partners in 2019 after the agency was handed the creative account for Heritage Bank, with the agency making its official creative agency of record in 2020.
The campaign launches across TV, OOH, social, Spotify and online.
Other assets:
Heritage Bank – Aenid & Barry – 65″: https://vimeo.com/749872939/5871f2cc18
Heritage Bank – Firsts Brand Campaign – 15″: https://vimeo.com/749829747/e489291d2b
The latest campaign intends to provide a brand refresh that gives new life to the platform and bolster Heritage Bank’s position as a bank with a conscience.
To reflect the fact that it is a customer owned bank, the campaign features Heritage Bank staff and members at the front and centre, celebrating true stories of how the bank helped them to achieve their firsts’. Stories range from a couple who opened Heritage Savings Accounts fo each of their 15 great-grandchildren, to Heritage Bank’s partnership with the Crows Nest community, establishing a community branch that supports the locals.
Amanda Temperly, general manager marketing at Heritage Bank, said: “As a mutual bank, Heritage is proud to support our members’ journeys and dreams – whatever they may look like. For this campaign, we wanted to feature genuine Heritage members, and share some of their wonderful stories. Cummins&Partners really brought this to life by taking an authentic and considered approach to this brief.
“We endeavor to put people first in everything we do, and part of this is to make sure as many people as possible have access to a bank in their local community. This is why we created our Community Branches – including our Crows Nest Community Branch featured in this new campaign.”
Sophie Lander, managing director, Cummins&Partners: “We have worked closely with Heritage over the last three years to develop and evolve the hugely successful Bank You Very Much platform. We are excited to enter the next chapter of this campaign that that heroes real customer stories demonstrating how Heritage supports both its members and their local communities.”
Credits
Cummins&Partners
Managing Director: Sophie Lander
Creative Director: Heath Collins
Executive Producer: Karley Cameron
Group Account Director: Rachel McEwen
Senior Account Director: Nicky Webster
Art Director: Alice Tran
Account Director: Robbie Tucker
Senior Retoucher: Ed Croll
Studio Manager: Emma Shaw
Heritage Bank
Chief Executive Officer: Peter Lock
General Manager, Marketing: Amanda Temperly
Senior Manager – Customer & Brand: Megan Tummon
Digital Marketing Specialist: Morgan Farquharson
Content Marketing Manager: Susie Parkes
Production
Production Company: Buddy Films
Director: Harry Sanna
Executive Producer: Sue Walker
DOP: Jordan Maddocks
Photographer: Trent Mitchell
Production Manager: Rachael Dore
Post Supervision / Online – Fanatic Films – Russell Masters / Joe Maurici
Edit
The Editors
Editor: Peter Barton
Grade: Scott Maclean
Music and Sound
Rumble
Re-Record Adam Moses
Music Supervisor: Mel Pantz @Level Two
Composer – Norman Cook and Camille Yarbrough
Publisher – Universal Music Publishing Group
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