‘This is the only way a bank can work ethically’: P&N ad takes aim at Royal Commission findings
Mutual bank P&N is hoping to capitalise on the adverse findings coming out of the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry, by saying its model is the only way a bank can operate ethically.
Created by 303 MullenLowe, the campaign forms part of the bank’s ‘Power of &’ brand platform and intends to show its commitment to people and the emphasis it places on all employees.
John Linton, planning director at 303 MullenLowe, said in a statement: “The Royal Commission has placed a spotlight on the ethics and integrity of the big banks. It’s an incredibly important time for people to know that there are legitimate alternatives like P&N out there who are set up to represent and benefit their customers, rather than shareholders.”
Kelly Fryer, manager of brand and marketing at P&N Bank, said 303 MullenLowe was given the brief of extending the bank’s “stronger together” brand strategy.
“We think they did a fantastic job in creating everything we set out to achieve. We absolutely love the visual of a group of people coming together to lift and support an individual which is exactly what P&N’s customer-owned model represents.”
The campaign will run across video and out-of-home.
Richard Berney, ECD at 303 MullenLowe, added: “It’s hard to fault the original concept of ‘mutual banking’.
“A community pools their money, so that when individuals need a boost – it’s there. P&N are customer-owned so they are one of the few banks that are still true to this model – and that became our big idea. Our customers are literally lifted up by their community.”
Credits:
- P&N Bank
General Manager, Member Experience: Anna Pearce
Manager Brand and Marketing: Kelly Fryer
Brand and Campaign Manager: Priscilla Pedersen
Digital Media and Campaign Manager: Alan Bayliss - 303 MullenLowe
Executive Creative Director: Richard Berney
Art Director: Bianca Galan-Dwyer
Producer: Rozanne Fretz
Strategy: Derry Simpson and John Linton
Senior Account Director: Krista Song
Business Manager: Eloise Cribb
Production Company: Beautiful Pictures
Director: Emma Tomelty
Producer: Kate Downie
DOP: Patrick O’Sullivan
Photographer: Luke Carter-Wilton
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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