WPP reveals first work for Bankwest since creating dedicated unit

Lindsay Bennett
By Lindsay Bennett | 23 July 2018

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.”

Credits

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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