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
Bank Australia launched its latest brand campaign encouraging Australians to put their money where it matters.
The new campaign features a series of 30 second and 15 second brand films featuring three real Bank Australia customers. In a unique casting call, Bank Australia put an email call out to customers to be the voice of newest campaign urging other climate-aware people to join them in the shared movement for a brighter future.
‘‘We were quite overwhelmed with the responses we received back from customers. Not many banks could say their customers would jump at the chance to be part of a bank advert. But because we’re customer owned, our customers are Bank Australia.
Stephen, Kita and Isabelle care about creating a world where people and the planet thrive, and they’re making it happen with the simple but powerful decision of aligning their banking with their values,’’ said Nicole.
The campaign ran from March 2023 across cinema, video on demand, online video, digital display, native, Meta, YouTube, TikTok, press, out of home, 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 impression across digital channels.
Creative: Silver Lining Agency (B Corp)
Media: Alchemy One
Creative Direction: Brendon Guthrie, Tim Haynes.
Production: Good & Proper
Post Production: Ahmadah Adil
Sound: Jason Murphy, GASInc
5.1 Mix: Soundfirm
Voiceover: Stephen Choi
Customer Talent: Stephen Choi, Kita Ashman, Isabelle Mason
Media Agency: Alchemy One (B Corp)
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