The agency with the most evocative name, social-first creative agency, Kill Boring Dead (KBD), has shown that Kill Boring Dead isn’t just a title. Its first campaign for Bank of Queensland (BOQ) is a standout for a bank – a TikTok content series celebrating the Queenslander identity.
The campaign, The Ultimate Queenslander, is built to connect with young Queenslanders via localised humour, culturally relevant conversations and the kind of social content that feels more group chat than brand campaign.
The content series covers three key topics – Money Talks, A True Queenslander and Timely Issues – with monthly vox pop-style videos rolling out across TikTok.
The social campaign was created to support BOQ’s broader ambition to be the bank Queenslanders choose, leaning into the realities, language and quirks of modern Queensland life, from debates only locals will understand to everyday money conversations.
Kicking off the campaign was a quest to find the quintessential Queenslander, a deliberately tongue-in-cheek public casting call, designed to find authentic local hosts to front the Ultimate Queenslander content series. Looking beyond professional influencers and celebrity talent, the campaign instead embraces what KBD describes as “main character energy from actual Queenslanders”.
@bankofqueensland In honour of Queensland Day, we have a question: Who’s the Ultimate Queenslander?
Marcus Willis, founder and CEO of Kill Boring Dead, commented, “Other corporations talk to young Australians. BOQ wanted to talk with young Queenslanders in a voice they recognise, on the platforms they actually live on, about the small, specific, often very funny things that only make sense if you grew up there.
“This is exactly the kind of work that KBD’s team gets out of bed for. It’s a brave, simple idea that backs local identity over corporate polish, shows the power of connecting with people in a way that’s genuine, familiar and true to who they are.”
@bankofqueensland Our ultimate Queenslander, Phil, takes on Queensland! With mic in hand, he's ready to ask fellow Queenslanders everything there is to know about the Sunshine State. 🎤☀️
BOQ Group social media manager, Chris Wilson, added, “We wanted to create social content that Queenslanders would genuinely want to watch, share and be part of, rather than content that felt like advertising interrupting their feed. KBD immediately understood that authenticity and cultural relevance were going to matter more than polished brand messaging. The Ultimate Queenslander series gives us a platform to show up in a way that feels local, entertaining and genuinely connected to the communities we serve.”
The initial phase of the campaign launched in June as part of a rolling content series, with content amplified via paid social and performance reporting delivered by Performics.
Credits:
Client: Bank of Queensland
Social Media Manager: Chris Wilson
Brand, Social & Content Lead: Genevieve Brown
Senior Manager – Group Brand, Social & Sponsorships: Phoebe Duke
Agency: Kill Boring Dead
Director & Co-Founder: Marcus Willis
Head of Brand & Co-Founder: Jackson Springer
Experience Lead: Shanice Leung
Head of Strategy: Rosie Brown
Head of Client Partnerships: Rosie Brown
Integrated Producer: Rav Bouckaert
Account Directors: Michaela Caione & Caitlin Adams
Senior Account Manager: Jess Jones
Content Producer: Joey Do
Social Media Executive: Veronica Chiongbian
Media Manager: JM
Leave A Reply