In the first piece of work from agency 303Lowe, animation is used to show three examples of where I should be the most important letter in the word banking.
The TVC features characters that are shaped like the letter I and it's all about a world similar to ours where people are learning how the longest-standing building society in NSW, IMB, gets behind its customers.
The campaign, which launched on Sunday 12 October, will run across TV, cinema, digital, outdoor, online, radio, in-store and POS in NSW and ACT.
Client: IMB Building Society
Executive Creative Director: Richard Morgan - ECD
Copywriter: Mike Guegan/John Gault
Art Director: Alaster Spiers