Bankwest launches brand campaign via Union

18 October 2021

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Taking a "human when it matters" approach.

Bankwest and Union have launched For the Love of Less, showing the compelling reasons why people love less when they bank with Bankwest.

The campaign highlights the values instilled in the Bankwest brand, which focusses on providing a simpler and easier customer service experience, alongside the important role Bankwest colleagues play in making these values a reality.

Bankwest chief customer officer Paul Vivian says the new campaign was developed in response to extensive research into customer perceptions of banking and Bankwest.

“Our customers have everyday needs and expectations and so do our colleagues, which is why we take a ‘human when it matters’ approach, so our customers know we’re not a faceless bank,” says Vivian.

“We wanted our new advertisement to showcase this dedication and highlight the commitment of our colleagues who go to extra lengths – often in the background – to create simpler experiences for our customers and to ask less of them.”

Union chief creative officer Paul Nagy says the TVC, which features an animated character with a chainsaw, dramatises the bank’s dedication.

“We all want a bank that provides less hassles, less red tape, less nasty surprises, less jargon – and this campaign allows Bankwest to do exactly this. With a chainsaw, which dramatises the dedication,” says Nagy.

The campaign rolls out until the end of the year in WA and Sydney, across TV, OOH, digital, social and radio.

Paul Vivian – Chief Customer Officer
Rachel Mott – Executive Manager - Brand, Sponsorship & Loyalty
Chantelle Cox – Senior Brand Manager
Lara de Carli – Brand Manager
Caitlin Di Stefano – Brand Manager
Mariko Aoki – Senior Manager, Marketing Communications Strategy
Victoria Wager – Manager, Market Insights

Paul Nagy – Chief Creative Officer
Hannah Muirhead – Strategy Director
Daniel Bevins – Client Partner
Dina Patarcic – Media Lead
Zander Williment – Senior Copywriter (VMLY&R)
Mick Pollard – Senior Creative (VMLY&R)
Rachel Devine – Senior Producer (VMLY&R)
Buck – Animation

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