Independent agency Cummins&Partners has released its first work for Heritage Bank since winning the account earlier this year.
The campaign uses the insight that recently Australians have very little reason to be grateful to their banks but Heritage Bank is different to its competitors.
The Queensland-based bank runs a customer-owned model that puts profits back into its products and services and is preparing to to launch in New South Wales with two branches opening in Castle Hill and Parramatta.
Building on the bank's philosophy of People First, the campaign features everyday Australians who are so thankful for Heritage's products and services that they're inspired to say, "Bank you very much!".
“The banking industry has become a bit self loathing...and maybe with good reason," Cummins&Partners chief creative officer Sean Cummins says.
"But the Heritage model is built for its customers. And their customers genuinely regard the bank as key to their success and wealth creation. And nobody succeeds without being truly grateful. This little pun does it very nicely. Positivity sells.”
The campaign will be rolled out from October 31 through June 30, with a targeted media buy across large format outdoor, catch-up TV, digital, programmatic radio and social.
Heritage Bank's Castle Towers branch opens October 31, with customer launch activity on November 2.
Credits
Client: Heritage Bank
Chief Product & Marketing Officer: Jane Calder
Head of Customer Marketing & Digital: Amanda Temperly
Marketing Manager—Campaigns: Megan Tummon
Digital Marketing Manager: Ryan Lock
Agency: Cummins&Partners
Art Director: Jenny Tang
Copywriter: Chris Ching
Designers: Alice Zhang, Alice Tran
Integration Manager: Megan Gibson
Broadcast Producer: Afrim Memed
Executive Producer: Karley Cameron
Chief Creative Officer: Sean Cummins
Managing Director: Kirsty Muddle
CEO: Chris Jeffares
Media: Reprise
Production: Airbag
Director: Patrik Bergh
DOP: Simon Ozolins
Editor: Mark Bennett
Producer: Megan Ayers
Executive Producer: Alex Tizzard
Managing Partner: Adrian Bosich
Stills: Tim Jones
Photography Photographer: Tim Jones
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.