“CommBank CAN was born of a cultural moment when Australian’s were losing confidence in the face of the global financial crisis. In 2017, there is a similar cultural tide as people feel uncertain about the future and a little stuck with traditional paths to reach their goals. This new platform is designed to first listen to people’s views around Australia, which will form the basis of new ways for CommBank to partner with Australians at both and individual and national level.”
This is an important insight by Michael Canning, executive creative director, at M&C Saatchi. It has enabled the agency to give one of the big four banks something other banks don’t have to offer. Questions.
This is a time when people are tired of being told things whose veracity they can’t be sure of. Recent research undertaken by CommBank found the majority of Australian adults (66%) feel uncertain about what the future holds, and these feelings are particularly pronounced when it comes to financial matters.
CBA has recognised it has a responsibility to partner with Australians to find new ways to move forward, rather than telling them what to do.
The new CAN brand platform centres around listening to Australians about the challenges we face at an individual and national level.
And in a first-of-its-kind use of an ATM network, CommBank will be asking Australians questions that matter to all of us, such as Are our businesses ready to face the future? and Do our kids have the skills they need for tomorrow?
People around the country will have the opportunity to answer the questions at ATMs and online. Their answers will form the basis of a national conversation about the challenges we face as individuals and society, and how to create new paths forward together.
Moreover the new approach, that is hinged on CBA’s statement, “A new world needs a new way forward,” is in line with the CAN promise to create new initiatives, products and solutions to help find new paths to success.
Stuart Tucker, Commonwealth Bank’s general manager of brand, sponsorship and marketing services, commented, “It’s only natural that people feel uncertain – look at the events of 2016. We’re hearing this through our conversations with customers, and through our market research. This new campaign is all about showing Australians that we understand the uncertainty they’re feeling, and to help them find news paths forward.”
The integrated launch campaign was shot by Simon Harsent and Sean Izzard of the Pool Collective. Harsent directed the 60 second film launch spot, while Izzard created a series of portraits of different Australians from around the country for the integrated campaign.
In conjunction with the new brand platform, M&C Saatchi worked with M&C Saatchi Group Company, RE, to design a new brand strategy & visual identity for CommBank.
Credits:
Client: CBA
GM of Brand, Sponsorships and Marketing Services: Stuart Tucker
Executive Manager, Integrated Brand & Social Communications: Tamisine Heath\hgyi
Executive Manager, Brand Strategy: Linda Manos
Marketing Manager: Emma Squires-McCarthy
Social Manager, Operations: Matt Norton
Agency: M&C Saatchi
Executive Creative Director: Michael Canning
Creative Directors: Tim Green, Andy Flemming, Shane Gibson, Guy Futcher, Brendan Donnelly
Managing Partner: Lee Simpson
Group Account Director: Tanya Vragalis
Senior Account Director: Kezia Quinn
Account Director: Tori Davis
Project Director: Danielle Mountford
Brand Strategy Director: Nicky Bryson
CBA Strategy Lead: Alex Roper
TV Production: Rod James, Lil Ireland
Head of Print Production: Trent Henderson
Senior Print Producer: Greg Hyslop
Creative Workflow: Sharon Georgiou, Natalie Lavelle-Mangan
Executive Integrated Design Director: Matt Willis
UX Director: Ken Marlewski
Design Director: James Jamias
Senior Motion Graphics Designer: Cameron Nash
Senior Integrated Designer: Rod Robles
Digital Designers: Harry Tuckwell, Danielle Pontes, Bianca Cassaniti
Digital Producers: Kevin Bintoro, Emma Wetton, Jaz Lumsdaine
Lead Finished Artist: Salvatore Liseo
Finished artist: Holly Jones
Head of Retouching: Adam Holden
Senior Retoucher: Richard Hughes
Design & branding agency: RE
Managing Director: Patrick Guerrera
Creative Director: Colin Cornwell
Associate Design Director: Ali Ozden
Head of Verbal Branding: Shannon Bell
Strategist: Zoe Bruce
Senior Account Director: Sarah Burling
Senior Copywriter: Jane Duru
Senior Designer: Alex Creamer
Designer: Alex McLauchlan
Senior Designer / Motion Designer: Sumita Maharaj
Production partners: Pool Collective
Director: Simon Harsent
Photographer: Sean Izzard
Executive Producer: Cam Gray
Production company producer: Honae McNeill
: Heckler
Aborah Buick – Head of Production
Editor: Andrew Holmes
Compositor: Max Peillon
