This is a tribute ad. It applauds twelve Melbourne ‘makers’ – from neon sign makers, Coles Neon, to Melbourne swim club, Brighton Icebergs, to Williamstown boat builder, Blunt Boats.

But it’s not an ad for Melbourne. It’s Saatchi & Saatchi’s 90 second brand ad for Bank of Melbourne, the first ad in its Bank FOR Melbourne campaign. Its aim is to re-establish Bank of Melbourne as the only bank born for the city and Victorian state, and dedicated to building the prosperity of Victoria’s people, businesses and communities.

A worker bee allusion is a tactfully subtle inclusion.

It is the first work produced by Saatchi & Saatchi Australia, who was appointed as the bank’s lead agency in January.

Bank FOR Melbourne’s objective was to demonstrate the brand’s Customer First approach.

“We wanted to capture the spirit of Melbourne and Victoria and prove that Bank of Melbourne is more than just the Bank OF Melbourne but the Bank FOR Melbourne. There was no better way to showcase this than to feature some of the extraordinary makers, crafters and doers that make up this unique city and state,” Saatchi & Saatchi stated.

The brand film is supported with digital, outdoor, in-store, social and cinema.

The Bank of Melbourne win triggered talk (by Saatchi & Saatchi Australia chief executive officer, Michael Rebelo) about a possible Melbourne office opening to run the account.