Bank of Queensland’s ‘The Human Kind of Bank’

31 January 2024

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Via BOQ Group’s The Inside Job.

Bank of Queensland (BOQ) has launched its new brand platform, The Human Kind of Bank, in the year that marks its 150th anniversary.

In its first integrated brand campaign in seven years, BOQ heroes its people, customers and community, and strategically leverages its strong branch network to showcase its genuine, above-and-beyond approach to customer service.

Around 85% of BOQ branches are owner-managed, who boast an average tenure of more than 15 years and operate like a small business focused on the community. They operate with genuine warmth, empathy, and support in every interaction.

BOQ Group’s chief customer officer, Mark Hunter, says leveraging BOQ’s strong owner-manager proposition, the brand was inspired to use almost unbelievably true stories to demonstrate how far BOQ goes for its customers. 

"And how this defines us as ‘The Human Kind of Bank’. The campaign also encapsulates community and human connections – something that sets BOQ apart," he says.

"The TV spots use a diverse mix of characters and locations synonymous with Queensland to resonate with our key segments and the Queensland demographic.

“By concentrating the campaign in Queensland, we’re doubling down on our commitment to Queenslanders to remind them that we’re a born and bred business that’s been committed to the community for 150 years.”

With a consistent brand platform and creative, the brand campaign will extend to support BOQ’s everyday banking, home buying and local area marketing targets.

The integrated campaign will run in Queensland and Northern New South Wales from January 28 to 31 August across several channels including, TV, OOH, radio, YouTube, catch-up TV, cinema, Spotify, digital display and social.



Client: Bank of Queensland

BOQ Group Chief Customer Officer: Mark Hunter

BOQ Group General Manager, Retail Marketing: Melody Townsend

BOQ Group Head of Brand & Advertising: Stephen Thompson

BOQ Group Head of Retail Marketing: Imogen Thorn

BOQ Group Head of Digital Marketing: Andy Clifford

BOQ Group Brand Manager: Phoebe Duke


Creative Agency: BOQ Group’s ‘The Inside Job’

BOQ Group Creative Lead: Mick Bakos

BOQ Group Brand Design Lead: Maddison Steendam

BOQ Group Senior Copywriter: Leah Dunkley

BOQ Group Account Manager: Samantha Yerolemis

BOQ Group Multimedia Designer: Harlan Alston


Production Credits:

Production Company: Taxi Film Production

Director: Siobhan Mulready

Production Company Producer: Imogen Faith


Senior Producer: Zaylee Saydam

Executive Producer Cutting Edge: Trelise Blade

Sound Production: Bang Bang Studios

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