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CommBank's Brand Refresh Celebrates Customers with New Creative Platform

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The refresh from M&C Saatchi and Re agency includes the first change to the iconic Commonwealth Bank corporate identity in almost 30 years

CommBank's Brand Refresh Celebrates Customers with New Creative Platform

This week sees the launch of a nationwide campaign for Commonwealth Bank, evolving the bank’s visual identity and creative platform in Australia via M&C Saatchi and Re Agency. The new creative platform, ‘Can Lives Here’ is a reminder to Australians that our unique country is perfectly positioned to unlock opportunities, plans and dreams – no matter how big or small, and it celebrates the Australian capacity to not only thrive, but to stay optimistic even when optimism is under threat.

The ‘Can do’ spirit is exemplified not by actors, but by real Australians from all walks of life and from every corner of the country. Alongside a complete brand refresh, the campaign reflects the bank’s evolution after a tumultuous year for the country.

Cam Blackley, chief creative officer, M&C Saatchi, said: “In the early parts of creative development, we spoke directly with customers and front-line staff and we heard over and over again about that shared resilience, the 'can do' attitude and positivity that Aussies have always shown. The ability and willingness to get on with it no matter what life throws at you. We wanted to create a campaign that celebrates and showcases the achievements and attributes of these people, on television, in print, on outdoor sites and social media. Each are real stories of Can about real customers showing that Can really does live here.”

Executive creative director of M&C Saatchi’s design business Re Agency, Andy Thomas, added: “CommBank’s diamond is an iconic and significant asset, and the single asset that is most recalled by its customers. We wanted to ensure that the new visual identity was rooted in the brand’s strong heritage but also serves as a beacon of positivity and measured optimism of a brighter tomorrow.”

Monique Macleod, CMO, Commonwealth Bank of Australia, continued: “CommBank’s transformation as a bank acknowledges that we needed to take meaningful action to deliver change that put the needs of our customers front and centre. Our brand is a symbol of who we are, what we stand for, and the experience our customers and communities can expect from us. With the work we are doing to reinvent the organisation around a new strategy and values, now is the right time to refresh the iconic diamond, making it lighter, brighter and more dynamic, and inject new meaning into the Can platform. A symbol of optimism fit for the future and one that represents the work we’ve done to be better, the work we still have to do, and the brighter future we are committed to helping Australia achieve.”

The full brand refresh campaign launched with teaser OOH executions and then a full rollout on Sunday 11th October, consisting of a "60, "30 and "15 second film OOH, press in all major publications, as well as across social platforms.

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Client: CommBank

Chief Marketing Officer: Monique Macleod

General Manager, Brand and Social: Di Everett

Executive Manager, Brand and Social: Tamisine Heath

Senior Marketing Manager: Caroline Millar

Executive Manager, Brand Strategy: Katreena Tysen

Senior Manager, Brand Strategy: Zoe Bruce


Agency: M&C Saatchi Sydney

Chief Creative Officer: Cam Blackley

Executive Creative Directors: Mandie van der Merwe and Avish Gordhan

Group Creative Director: Andy Flemming

Senior Art Director: Rosita Rawnsley-Mason

Senior Copywriter: Allie Steel

Art Director: Nicole Yeoman and Jackson Elliot

Copywriter: Avi Azouz

Senior Strategy Directors: Bronwyn Galvin and Emma Parsons

Managing Partner: Amanda Quested

Group Account Director: Kyle Abshoff

Senior Account Director: Tori Davis

Senior Account Manager: Portia Sunde

Production Director: Rachel Strobridge

Head of Broadcast: Loren August

Senior TV Producer: Christina Wilmot

Associate Executive Producer: Henry Welch

Director of Communications, M&C Saatchi Sport & Entertainment: Krystyna Frassetto

Visual Identity via Re Agency

Andy Thomas: ECD

Creative Directors: Shannon Bell and Dan Flynn

Designer Directors: Nicole Bon de Veire, Caroline Gilroy and Toby MGrath

Copy Director: Jane Duru

Senior Designers: Sumita Maharaj and Sionen Adijains

Senior Finished Artist: Mark Williams

Designer: Michelle Mondel

Senor Guidelines Designer: Judy McLaughlan

Senior Designer: Jacqui Holloran

Designer: Harry Tuckwell

Client Services Director: Sarah Burling

Group Account Director: Annabelle Barnum

Account Director: Brigitte Harbrow

Genres: Storytelling

Categories: Banking, Finance

M&C Saatchi Australia Group, Mon, 12 Oct 2020 02:18:44 GMT