Dark Cloud
Other banks could be harming the planet by investing in coal, gas or oil.
Known for its positive impact on people and the planet, Bank Australia’s headline climate action commitment to achieve net zero carbon emissions by 2035 places it as one of the most ambitious banks in the country, and equal most ambitious banks in the world.
Bank Australia Head of Marketing, Nicole Hunter said the bank really wants to use marketing as a tool for inspiring change and highlighting the urgency of climate action.
‘‘Climate change is something that is affecting all of us but lots of people don’t know what role they can play or how they can take action. Our latest brand campaign is all about showing people that making one small change, such as who they bank with, can have a positive impact on all of our futures.’’
Silver Lining
‘Put Your Money Where it Matters’ shows that by making one small change, such as joining an ethical bank that doesn’t invest in fossil fuels, can have a positive impact on all of our futures.
The campaign was guided by five communication-principles to get people to reappraise their own bank’s role within climate change.
Convey the problem/solution.
A hopeful message that focuses on solutions, helping people feel empowered and motivated to engage. Create a sense of urgency.
Make it Empowering.
Emotions like anger, hope and pride can empower people to face the climate crisis.
Make it Collective.
People must see themselves as part of a larger group taking action that, collectively can make a difference.
Make it Normal.
Give examples of people already engaged in the behaviour.
Make it Trustworthy.
Messengers are especially effective when they 'walk the walk'.
Bank Australia put a call-out to customers to be the voice of the campaign urging other climate-aware people to join them in the shared movement for a brighter future. The campaign line spoke from the perspective of these messengers and reiterated the customer-owned nature of the bank.
Together we’re funding the solutions. Not the problems.
Divesting from harmful industries such as fossil fuels with Bank Australia, you can put your money where it matters.Bank Australia launched its latest brand campaign encouraging Australians to put their money where it matters.
The campaign ran from March 2023 across cinema, video on demand, online video, digital display, native, Meta, YouTube, TikTok, press, out of home, Spotify, Cinema (MIFF), Tram and Tesla car wraps. The campaign was refreshed in September 2023 and January 2024.
“We are so fortunate to have partnered with Silver Lining. Their model is really different and entirely refreshing. But most of all, they are super nice, clever, amazing people that we honestly love working with.”
Results
Overall campaign reach: 78% (10,123,531).
68 million impressions across digital channels.
Long-serving impact
This campaign was delivered by four B Corps.
Bank Australia
Silver Lining
Alchemy One
Good&Proper
As a collective we followed the steps recommended by Ad Net Zero.
Bank Australia and Alchemy One worked with Scope3 to measure the digital advertising footprint and reduce CO2 emissions from all media activity. From an initial pilot of twelve campaigns, eleven showed significant gCO₂PM reductions (video -26%, native -48%, display -17.8% % change in gCO₂PM). These results were announced at the Programmatic Summit in February 2024.
The static PVC skins from our last outdoor campaign are currently being upcycled into Tote and beach bags for Bank Australia customers; and as solarised sheets for Sustain and Greening Australia to keep the soil warm and weed-free for their respective farms.
Mumbrella’s Award for Sustainable Practices in 2024.
Shortlisted: Campaign Ad Net Zero Awards, Best Campaign for a Sustainable Behaviour Change APAC
Creative: Silver Lining Agency (B Corp)
Media: Alchemy One (B Corp)
Creative Direction: Brendon Guthrie, Tim Haynes.
Production: Good & Proper (B Corp)
Post Production: Ahmadah Adil
Sound: Jason Murphy, GASInc
5.1 Mix: Soundfirm
Customer Talent: Stephen Choi, Kita Ashman, Isabelle Mason
TikTok Talent: Jack River
Photography: Liam Neal
Tram Art: Alex Sugar
Snr Designer: Tim Wilson
Snr Artwork: Jessica Elliot
Digital Design and Dev: Mark Rosendorff
Digital Design: James O’ Malley
SEM: Nick Poole