My State Bank showcases the importance of financial balance in campaign from The Royals

My State Bank is demonstrating the importance of financial balance in an unbalanced world with its new campaign.

The campaign, created by The Royals, was shot during the height of COVID-19 restrictions, following virtual casting sessions and using talent from the same family.

The campaign pushes My State Bank’s tagline of ‘The human way to bank’.

Barry Bohler, head of advertising and digital acquisition at My State Bank, noted the exceptional circumstances surrounding the campaign.

“As we entered the COVID-19 crisis, it was really important we stayed true to our values and remained empathetic to the daily challenges facing our customers. We’re here to help our customers find their financial balance.

“The campaign, created by The Royals under exceptional circumstances, demonstrates our commitment to continual digital banking innovation that puts the control back in our customers’ hands.”

The campaign will span TV, billboards, digital video, owned media and an eight-week sponsorship of Nine’s The Today Show.

The Royals deputy ECD Sebastian Vizor, said the campaign’s message was about simplifying life in the midst of COVID-19.

“We wanted to reflect that with relatable scenarios that touch on the ‘new norm’ but can just as easily exist in a post-COVID world. While we dealt with a few unusual hurdles in the production process, everybody came together to deliver the campaign without a hitch. We’re proud of the end result, creating two campaigns that reinforce the brand platform – The human way to bank,” Vizor said.


Client: My State Bank
Creative Agency: The Royals
Production Company: Flint


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