Despite all their protestations, the big four banks are not seen to have big hearts. This was an opportunity for SMART Queensland to make its first brand campaign for Auswide Bank impactful.
The campaign signals the launch of Auswide Bank into the national market following a rebrand from Wide Bay Australia last year.
The campaign, The Big-Hearted Bank, uses an entirely emotional approach with a classic happy ending to reach everyday Australians. Its heart-tugging animated story is underscored by the warmth of a song of hope to establish the friendliness of new bank. The campaign’s hero gets his dream car, and his confidence and personal power soar.
How SMART told that part of the story is central to the ad’s appeal. It’s better experienced first hand:
“It takes a brave client to first identify and then fully appreciate what can be achieved in setting sail against the winds of mediocrity, particularly in a category awash with expressions of faux empathy, Benjamin Davis, SMART executive creative director, noted.
“Auswide Bank doesn’t pretend to ‘live in your world’, they don’t pretend ‘they’re for the makers’. They just believe in the positive, transformational power of great relationships, and they genuinely want to help their clients achieve their goals. Auswide Bank sees the good in people. They’ve got a big heart. So it’s a campaign built on a pretty salient truth. I’m proud of the work we’ve achieved together.”
Carly Ryder, Auswide Bank head of marketing, commented, “Our new brand campaign is both beautiful and endearing and pulls at the heart strings but, in essence, it really portrays who we are as a challenger bank.”
The animated video was produced by Photoplay with animation by Eallin, Tokyo. The original soundtrack is by Uncanny Valley.
The full campaign consists of TV, digital, social media, and OOH.
Credits:
Agency: SMART Queensland
Executive creative director: Benjamin Davis
General Manager: Phillippa Netolicky
Copywriter: Benjamin Davis
Art director: Benjamin Davis/Fiona Self
Designer: Jackie Dewar
Production company: Photoplay
Director: Armand de Saint-Salvy
Executive producer: Oliver Lawrance
Producer: Ronald Roberts
Animation studio: Eallin Tokyo, Japan
Original music: Uncanny Valley, Sydney
Client: Auswide Bank
General manager, marketing and products: Ray Linderberg
Head of marketing: Carly Ryder
