CommBank-owned Bankwest has revealed its first work from WPP AUNZ, following the holding company's win of the Perth-based account last year.
The two campaigns are developed by Union, WPP AUNZ’s bespoke national group model created to service Bankwest.
The senior creative team that led the new positioning includes Ogilvy creatives Andrew Hankin and Derek Green, Y&R chief creative officer Paul Nagy and Ikon ECD Rob Martin Murphy.
At the time of the win, WPP AUNZ said Union would pull resources from Ikon, Ogilvy Sydney, The Brand Agency, VML, PPR, PRISM, Play Events, Kantar and Hogarth.
Aimed at the 18-45 market, the new creative platform aims to spark some humour in the bank category with animated characters and bold colours.
The first ad promotes the launch of the Bankwest Breeze Platinum MasterCard and the second spot features the bank's latest product push - a halo ring that can be used to make payments.
Union team leader and Ikon client services director Ewan Mitchell said the creative challenge was to highlight the benefits of Bankwest’s products in a simple and compelling way, so the decision was made by the creative team to make characters and animation the focus of the new direction.
“We needed to ensure the creative balanced factual content with a sense of fun and simplicity - animation was the obvious choice to help us tell Bankwest's story in an uncomplicated and convincing way," he said.
"We have brought a whole new visual style and a new TOV designed to be simple and fun and stand out from the crowd, whilst bringing clarity of the benefits of the key products to life.”
The campaign kicks off with 30 and 15-second TV commercials and is supported by digital display, outdoor and social.
Bankwest executive GM of customer experience Andrew Chanmugam says: “Bankwest is adopting new ways of working and embracing emerging technologies so we can respond rapidly to changing customer needs in this digital age, so it’s exciting to refocus the brand, revisit our creative roots and deliver great products and services our customers are telling us they want.”
Paul Nagy – Chief Creative Officer
Derek Green – Executive Creative Director
Rob Martin Murphy – Executive Creative Director
Andrew Hankin – Associate Creative Director
Andy Cooke – Senior Creative Director
Paris Giannakis – Senior Art Director
Chris Johnson – Copywriter
Samantha Daley – Producer
Lauren Billingham – Producer
Ewan Mitchell – Client Services Director
Jo Gibb – Project Director
Rebecca Grapiglia – Project Manager
Animation/Production House – Buck
Production – Hogarth & The Brand Agency
Media – Ikon Communications
Director - Buck
Creative Director - Gareth O’Brien
Executive Producer - Erica Ford
Associate Creative Director - Lucas Brooking
Art Director - Luke Saunders
Producer - Jordan Howes
CG Leads - Michael Lampe, Elijah Akouri
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