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CommBank Re-launches 'CAN' Platform With First-of-its-Kind Use of ATMs via M&C Saatchi



The new brand platform centres around listening to Australians about the challenges we face at an individual and national level.

CommBank Re-launches 'CAN' Platform With First-of-its-Kind Use of ATMs via M&C Saatchi
CommBank 'CAN', the long running brand promise for the Commonwealth Bank, is being evolved this week in a nation-wide integrated platform via M&C Saatchi Group. Recent research undertaken by CommBank found the majority of Australian adults (66 per cent) admit to feeling uncertain about what the future holds, with these feelings particularly pronounced when it comes to matters of a financial nature.

As Australia's largest bank, CBA recognise it has a responsibility to partner with Australians to find new ways to move forward.

TV STILL 2.jpgThe new brand platform centres around listening to Australians about the challenges we face at an individual and national level. In a first-of-its-kind use of an ATM network, CommBank will be asking Australians questions that matter toTV STILL 3.jpg all of us, such as 'Is the Australian property dream still a reality?,' 'Are our businesses ready to face the future?' and 'Do our kids have the skills they need for tomorrow?'.

People around theATM (1).jpg country will have the opportunity to answer the questions at ATMs and online, which will form the basis of a national conversation about the challenges we face as individuals and society, and how to create new paths forward together.

Says Michael Canning, executive creative director, M&C Saatchi: "CommBank 'CAN' was born of a cultural moment when Australian's were losing confidence in the face of the global financial crisis. In 2017, there is a similar cultural tide as people feel uncertain about the future and a little stuck with traditional paths to reach their goals. This new platform is designed to first listen to people's views around Australia, which will form the basis of new ways for CommBank to partner with Australians at both and individual and national level."

In the spirit of the 'CAN' brand promise, the platform signals a new approach for CommBank to create new initiatives, products and solutions to help find new paths forward.

OOH Launch.jpgStuart Tucker, Commonwealth Bank's general manager of brand, sponsorship andOOH- question.jpg marketing services, said the bank recognised that a new landscape required a new approach to address the important issues in people's lives.

Says Tucker: "It's only natural that people feel uncertain - look at the events of 2016.

"We're hearing this through our conversations with customers, and through our market research. This new campaign is all about showing Australians that we understand the uncertainty they're feeling, and to help them find news paths forward."

The integrated launch campaign was shot by renowned director/photographers Simon Harsent and Sean Izzard of the Pool Collective. Harsent directed the 60' film launch spot while Izzard created a series of portraits of different Australians from around the country for the integrated campaign.

As people around Australia lend their voice to the campaign, CommBank will share data collated from the ATM network and integrated media across the country, which will be used as the basis for a platform of work throughout the year.

In conjunction with the new brand platform, M&C Saatchi worked with M&C Saatchi Group Company RE, to design a new brand strategy & visual identity for CommBank.

GM of Brand, Sponsorships and Marketing Services: Stuart Tucker
Executive Manager, Integrated Brand & Social Communications: Tamisine Heath\hgyi
Executive Manager, Brand Strategy: Linda Manos
Marketing Manager: Emma Squires-McCarthy
Social Manager, Operations: Matt Norton

M&C Saatchi Agency
Executive Creative Director: Michael Canning
Creative Directors: Tim Green, Andy Flemming, Shane Gibson, Guy Futcher, Brendan Donnelly
Managing Partner: Lee Simpson
Group Account Director: Tanya Vragalis
Senior Account Director: Kezia Quinn
Account Director: Tori Davis
Project Director: Danielle Mountford
Brand Strategy Director: Nicky Bryson
CBA Strategy Lead: Alex Roper
TV Production: Rod James, Lil Ireland
Head of Print Production: Trent Henderson
Senior Print Producer: Greg Hyslop
Creative Workflow: Sharon Georgiou, Natalie Lavelle-Mangan
Executive Integrated Design Director: Matt Willis
UX Director: Ken Marlewski
Design Director: James Jamias
Senior Motion Graphics Designer: Cameron Nash
Senior Integrated Designer: Rod Robles
Digital Designers: Harry Tuckwell, Danielle Pontes, Bianca Cassaniti
Digital Producers: Kevin Bintoro, Emma Wetton, Jaz Lumsdaine
Lead Finished Artist: Salvatore Liseo
Finished artist: Holly Jones
Head of Retouching: Adam Holden
Senior Retoucher: Richard Hughes
Managing Director: Patrick Guerrera
Creative Director: Colin Cornwell
Associate Design Director: Ali Ozden
Head of Verbal Branding: Shannon Bell
Strategist: Zoe Bruce
Senior Account Director: Sarah Burling
Senior Copywriter: Jane Duru
Senior Designer: Alex Creamer
Designer: Alex McLauchlan
Senior Designer / Motion Designer: Sumita Maharaj

Pool Collective
Director: Simon Harsent
Photographer: Sean Izzard
Executive Producer: Cam Gray
Production company producer: Honae McNeill

Aborah Buick - Head of Production
Editor: Andrew Holmes
Compositor: Max Peillon
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M&C Saatchi Sydney, Tue, 28 Feb 2017 02:00:16 GMT