ANZ has launched a new global brand positioning with the aim to inspire customers to seize opportunities and shape the world they aspire to live in.
The campaign, which was created by the bank's agency, Whybin\TBWA, is understood to have come with a multimillion-dollar price tag, and aims to be more relevant to the bank’s increasingly global customer base.
The campaign features Lydia Ko, the youngest ever world number one professional golfer, Nolan Bushnell, the founder of Atari and Dr Rebecca Lee, the first woman to visit the North Pole, South Pole and Mt Everest, just to name a few.
ANZ CEO for global wealth Joyce Phillips said: “Our customers all have unique lives full of different experiences, opportunities and ambitions for the future – we’re here to help enable them to make those aspirations a reality.
“The campaign features a diverse range of people from all over the world. While not all are immediately recognisable, they each have an inspiring story about how they challenged the status quo to succeed in their field and make the world a better place.”
The campaign was launched in Australia and New Zealand overnight (3 May) with Asia set to follow in early June, running across TV, print, outdoor and online.
See the spot below for yourself.
Agency credits:
Creative Chairman: Scott Whybin
Executive Creative Director: Paul Reardon
Senior Writer: Andy Lish, Jim Taylor
Senior Art Director: Andy Lish, Pat Sofra, Peter Kirwan
Production:
Senior TV Producer: Janine Wertheim
Print Production Director: Tony Hall
Head of Digital Production: David Keating
Buddy Films:
Director: Harry Sanna
DOP: Geoffrey Simpson
Producer: Susie Douglas
Producer: Sue Walker
Photographer: Ian Butterworth
Retouching: Cream Studios
Account Service & Planning:
Regional Group Head: Ricci Meldrum
Senior Account Director: Natalia Shore
Account Manager: Karolina Nanowski
Planning Director: Kees Kalk
Digital Planner: Paul Arena & Harry Steinhart
Whybin\TBWA Auckland
Regional Director: Jodi Willocks
Planning Director: David McIndoe
Group Account Director: Nick Bulmer
Account Manager: Nicola Stallard
Whybin\TBWA Singapore
Regional Director & Planner: Nirmalo Wilkes
Regional Account Director: Joyce Wong
Senior Account Manager: Alicia Tiong
Regional Creative Director: Hagan de Villiers
Dave Clarke Design
Design & Strategy Director – Spencer Bliss
General Manager – Dominic Guthrie
Senior Account Manager: Jessie O’Connor
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