Queensland Police Credit Union positions itself as the bank for everyday heroes

Queensland Police Credit Union is positioning itself as the bank for the everyday heroes in a new brand campaign created by Blue Pencil Advertising.

The campaign features three commercials each of which focus in on a member of the main emergency services: fire, ambulance and police.

Featuring still images from the member’s lives the commercial’s are overlaid with narration in which the member discusses their job and what it means to them and finishing with how long they’ve been a member of the credit union.

Blue Pencil director James McDonald said: “This new brand campaign sits at the core of everything QPCU does. It’s why they’re different to banks and other credit unions and it underpins what they do and why they do it.

“There is no more compelling or believable story than those told by real people, speaking plainly, honestly and without any ulterior motive. Using the members and their stories for the heart of the campaign, three member’s stories were filmed and they show that members understand, believe and like QPCU’s approach to their banking needs, and the ways in which they enrich the Queensland community.”

Complementing the commercials is an Adshel outdoor campaign.


  • Client: Julia Pearce
  • Suit: Jannet Lidstone
  • Creative: Ken Roney & Darren Masters

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