M&C Saatchi and Re Agency have moved Commonwealth Bank into a new era, evolving the bank’s visual identity and creative platform in Australia.

The new creative platform, Can Lives Here, reminds Australians that our unique country is perfectly positioned to unlock opportunities, plans and dreams no matter how big or small, and it promotes the Australian capacity not only to thrive, but to stay optimistic even when optimism is under threat.

This Can do spirit is exemplified in the campaign by real Australians from all walks of life and from every corner of the country. In the background is the sense of support from a bank that has evolved after a tumultuous year for the country.

https://youtu.be/1BgL2AdstPk

M&C Saatchi chief creative officer, Cam Blackley, commented, “In the early parts of creative development, we spoke directly with customers and front-line staff and we heard over and over again about that shared resilience, the ‘can do’ attitude and positivity that Aussies have always shown. The ability and willingness to get on with it no matter what life throws at you. We wanted to create a campaign that celebrates and showcases the achievements and attributes of these people, on television, in print, on outdoor sites and social media. Each is a real story of Can about real customers showing that Can really does live here.”

The refresh includes the first change to the iconic Commonwealth Bank corporate identity in almost 30 years. Andy Thomas, executive creative director of M&C Saatchi’s design business, Re Agency, noted, “CommBank’s diamond is an iconic and significant asset, and the single asset that is most recalled by its customers. We wanted to ensure that the new visual identity was rooted in the brand’s strong heritage but also serves as a beacon of positivity and measured optimism of a brighter tomorrow.”

Monique Macleod, chief marketing officer, Commonwealth Bank of Australia, added, “CommBank’s transformation as a bank acknowledges that we needed to take meaningful action to deliver change that put the needs of our customers front and centre. Our brand is a symbol of who we are, what we stand for, and the experience our customers and communities can expect from us. With the work we are doing to reinvent the organisation around a new strategy and values, now is the right time to refresh the iconic diamond, making it lighter, brighter and more dynamic, and inject new meaning into the Can platform. A symbol of optimism fit for the future and one that represents the work we’ve done to be better, the work we still have to do, and the brighter future we are committed to helping Australia achieve.”

The full brand refresh campaign launched with teaser OOH executions followed by a full rollout on Sunday October 11, consisting of a 60-, 30- and 15-second film, OOH, press in all major publications, and social content.

Credits

Creative Agency: M&C Saatchi Sydney

Chief Creative Officer: Cam Blackley

Executive Creative Directors: Mandie van der Merwe & Avish Gordhan

Group Creative Director: Andy Flemming

Senior Art Director: Rosita Rawnsley-Mason

Senior Copywriter: Allie Steel

Art Director: Nicole Yeoman

Copywriter: Avi Azouz

Art Director: Jackson Elliot

Senior Strategy Director: Bronwyn Galvin

Social Strategy Director: Emma Parsons

Managing Partner: Amanda Quested

Group Account Director: Kyle Abshoff

Senior Account Director: Tori Davis

Senior Account Manager: Portia Sunde

Production Director: Rachel Strobridge

Head of Broadcast: Loren August

Senior TV Producer: Christina Wilmot

Associate Executive Producer: Henry Welch

Director of Communications, M&C Saatchi Sport & Entertainment: Krystyna Frassetto

Visual Identity via Re Agency

Andy Thomas: Andy Thomas

Creative Directors: Shannon Bell & Dan Flynn

Designer Directors: Nicole Bon de Veire, Caroline Gilroy & Toby MaGrath

Copy Director: Jane Duru

Senior Designers: Sumita Maharaj, Sionen Adijains & Jacqui Holloran

Senior Finished Artist: Mark Williams

DesignerS: Michelle Mondel & Harry Tuckwell

Senior Guidelines Designer: Judy McLaughlan

Client Services Director: Sarah Burling

Group Account Director: Annabelle Barnum

Account Director: Brigitte Harbrow

Client: CommBank

Chief Marketing Officer: Monique Macleod

General Manager, Brand and Social: Di Everett

Executive Manager, Brand and Social: Tamisine Heath

Senior Marketing Manager: Caroline Millar

Executive Manager, Brand Strategy: Katreena Tysen

Senior Manager, Brand Strategy: Zoe Bruce