Goodbye animation, the old way of Bankwest banking and the proposition, Bankwest Bank Less. Hello new banking experience, new creative agency and new brand platform, Just Enough Bank.
After reimagining its entire banking experience, Bankwest appointed creative studio Bear Meets Eagle On Fire in October last year to develop and launch its new platform.
The new campaign is built on centred the welcome idea that banking should be more proportionate in people’s lives. The campaign kicked off on Sunday March 23 with a series of humorous off-beat spots, supported by a visually striking OOH campaign that rolls out Australia-wide over the coming weeks.
The idea, along with a new design system, will start running through every aspect of the brand, with more work across physical and digital cards and sponsorship on the way. The hero spots, directed by Steve Ayson from 3&7, focus on the idiosyncratic things people can spend more of their time on now that banking with Bankwest is so simple and intuitive.
The brand design system builds from the same idea of proportionality, launching a new, colourful graphic identity for Bankwest that’s as distinctive as it is playfully insightful.
While most startup and digital banks cater specifically to younger people, Bankwest has chosen to speak specifically to a more grownup audience, the adult in the household who looks after the family banking.
“It’s early stages in the roll out of this new platform, but right from the outset, we loved the confidence and distinctiveness of the work BMEOF brought us,” stated Bankwest GM customer, marketing and communications, Jodene Murphy. “Just Enough Bank is a big idea that will permeate through our business – and is exactly what we need at such a pivotal moment in Bankwest’s 130-year history.”
“This is such a perfect brand and project for us,” stated Micah Walker, founder and chief creative officer for Bear Meets Eagle On Fire. “The truth is, there is lots we’d rather be doing than banking, and highlighting all the familiar, random and idiosyncratic things we could be doing if banking got out of the way, is as fun as it is never-ending.”
The first iteration of the campaign will run across cinema, broadcast, online video, OOH, digital and social.
Credits:
Client: Bankwest
Creative Agency: Bear Meets Eagle On Fire
Media Agency: EssenceMediacom
Production Company: 3&7
Director: Steve Ayson
Producer: Allison Lockwood
Director of Photography: Adam Stone
Production Designer: Ruby Matthews
Post Production: ARC
Editor: Peter Sciberras
2nd Editor: Harrison Carr
Colour: Trish Cahill
Online: Eugene Richards
Sound House: Rumble Studios
Lead Sound Designer: Tone Aston
Sound Designer: Daniel William
Sound Executive Producer: Michael Gie
Music Supervision: Trailer Media
Music Supervisor: Anton Trailer
