The new brand platform centres around listening to Australians about the challenges we face at an individual and national level.
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.
The 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 to 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 the 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.
Stuart Tucker, Commonwealth Bank's general manager of brand, sponsorship and 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.
CBA 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
RE: 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
Heckler Aborah Buick - Head of Production Editor: Andrew Holmes Compositor: Max Peillonview more - Creative