Banks do serious business and their advertising tends to reflect their desire to be seen in this way. As evocative as it was with its cinematic majesty, Saatchi & Saatchi Melbourne’s last work, For the Makers, for Bank of Melbourne, followed suit.
The agency’s new work, Walk your Walk, is completely different. It’s a montage of Australian lifestyle (but not ethnic) diversity set to an upbeat sound track that gives off a feel good vibe. That has to be a smart strategic decision for a bank and its agency to make right now.
Jac Phillips, Bank of Melbourne head of brand & marketing explained, “There’s an undeniable pulse to Victoria. It’s alive, full of restless thinkers and creators, doers and makers – all working towards their goals in unique ways. We’re proud to unveil the next stage of our For The Makers brand campaign, inspired by Victoria’s energy and individuality.”
Mark Cochrane, Saatchi & Saatchi Melbourne managing director said, “As a state that walks the walk, rather than talks the talk, we’re really pleased with how this campaign captures the maker spirit of Victorians. It’s been a really collaborative process with all involved.”
The first part of the campaign is running on TV (60 second and 15 second), social, out of home and in-branch in Victoria.
Credits:
Creative Agency: Saatchi & Saatchi Melbourne
Executive creative director: Leon Wilson
Associate creative director: Tom Wenborn
Copywriter: Sam Harris
Senior TV producer: Jo Alach
Senior account director: Symon van Haalen
Client services director: Rebecca Robertson
Production company: Exit Films
Director: Tom Campbell
Producer: Kat Latour
DoP: Sam Chiplin
Editor: Michael Lutman @ The Butchery
Colourist: Martin Greer @ The Refinery
Online: Eugene Richards @ The Refinery
Music: Level Two Music
Soundtrack mix: Colin Simkins @ Gusto Studios
Client: Bank of Melbourne
Head of brand & marketing: Jac Phillips
Brand marketing manager: Luke Shelley
Senior marketing manager (consumer): Tara Hennessy
Creative consultant: Megan Quinn
