Bank of Melbourne's new brand launch showcases its unique offering as a bank born for the city.
Bank of Melbourne is more than just a bank of the city; it's a bank for Melbourne as well. That's the new positioning showcased in Bank of Melbourne's new brand campaign, looking to re-establish its connection to the prosperity of Victoria's people, businesses and communities.
The campaign is the first work produced with Saatchi & Saatchi, which was appointed as the bank's lead creative agency in January this year.
It features a 90 second film launch, focussed around a short narrative of 12 local "makers", including neon sign makers Coles Neon, Melbourne swim club Brighten Icebergs and boat builder Blunt Boats.
The objective of the campaign is to demonstrate Bank of Melbourne's customer first approach by capturing the spirit of the city.
"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 said.
The film is supported with digital, outdoor, in-store, social and cinema.
