St Kilda penguin goes from rags to riches in Bank of Melbourne ad
Bank of Melbourne has unveiled its new brand positioning and campaign: ‘if you have the will, we have the way.’
The 60 second spot features a penguin from St Kilda in a classic rags to riches story.
The new brand position seeks to convey to customers Bank of Melbourne’s commitment to helping its customers move forward.
Head of brand and marketing at Bank of Melbourne, Ash Gray, said the story of the penguin reflects the aspirations of the bank’s customers: “Bank of Melbourne’s refreshed brand highlights our ongoing commitment to helping customers find a way forward with our tailored products and exceptional service.
“The brand platform is based on a simple truth: people don’t go into a bank wanting to stay where they are, they want to progress forward, whether it’s by taking a big step or a small one. Marrying that need to the progressive attitude of our customers – and telling the story through an unexpected St. Kilda resident – felt like something only Bank of Melbourne could do.”
Mark Cochrane, managing director of Saatchi & Saatchi Melbourne, added: “The collaborative imaginings between the bank team, Goodoil Films, Alt FX, Pixel, The Butchery, Media Lab and our team has been fantastic to witness. We now hope Melburnians enjoy this story of progress as much as we do.”
The campaign will be executed across TV, outdoor, radio, digital, partnerships, CRM and in branch.
Credits:
Client: Bank of Melbourne
Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Senior Integrated Producer: Stephanie Bink
Art Director: Tim Yates, Anna Fullerton
Copywriter: Kerem Sekerci, Mac Wright
Integrated Designer: Talia Holland
Interactive Designer: Felix Jong
Client Services Director: Ella Ward
Senior Business Director: Alice Tschuchnigg
Business Director: Eva Nowicki
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane
Media Agency: Media Lab Communications
Group Business Director: Nicole Hayes
Director: Gabby Lawton
Production Company: Goodoil
Director: Adam Gunser
Head of Production: Chana McLallen
Executive Producer: Simon Thomas
DOP: Germaine McMicking
Editors: The Butchery – Jack Hutchings & Cameron Hales
Executive Producer: Freya Maddock
Post Production: ALT VFX
Head of VFX: Andrew Hellen
Senior VFX Producer: Celeste Fairlie
Colourist: Billy Wychgel
Post Production: Antony Newton
Sound: Risk Sound
Risk Producer: Theresa Valka
Sound Engineer: Dee Gjedsted
Music: Level Two Music
Marcus Brooke-Smith
I didn’t really like the first home buyers focused ad that I saw last night – “If you have the will, we have the way”.
Is it just a matter of will? Am I wholly responsible for my inability to afford a mortgage? Is my lack of house a character flaw? It sounded like another newspaper editorial punching down on millennials.
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I love this commercial I think it’s adorable and the music is great.
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I like this ad very much. I want to know if the penguin is real. If it’s real, it’s a very smart one. These days, there are a number of advertisers who use animals in their ads, i.e. a duck in the Air New Zealand ad.
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Yes Mumbrella is real she is one of our Earthcare Penguins and part of the St Kilda Penguin Colony. I’m not sure if the Bank of Melbourne have paid her yet?
And yes, no Penguin was harmed in the making of this ad. Mumbrella was born to entertain and lives the high life with real estate on the St Kilda Breakwater behind the St Kilda Pier. She dines most nights on Anchovies and has many admirers.
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