Bank of Melbourne this week launched a new brand campaign looking to re-establish the brand’s unique offering as the only bank born for the city and Victorian state, dedicated to building the prosperity of Victoria’s people, businesses and communities.
It is the first work produced with Saatchi & Saatchi who were appointed as the bank’s lead agency in January.
Titled ‘Bank FOR Melbourne’, the campaign objective was to demonstrate the brand’s Customer First approach. Designed 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.
The 90 second launch film features short narratives on 12 Melbourne ‘makers’, from neon sign makers Coles Neon, Melbourne swim club Brighton Icebergs and Williamstown boat builder Blunt Boats.
The new brand film is supported with digital, outdoor, in-store, social and cinema.