Directed by Stuart Douglas.
People First Bank is introducing itself to a broader national audience through a series of driven films and stories grounded in real community impact in a campaign via Frost*collective and EssenceMediacom.
People First Bank supports more than 1,000 charities, grassroots organisations and community initiatives across Australia spanning women’s sport, animal rescue, youth music, disability services, food relief, regional arts and inclusive education.
At the centre of the campaign is a suite of films directed by filmmaker Stuart Douglas through Frost*films.
Stuart Douglas said the campaign resonated because it focused on real people and authentic stories.
“The stories that stay with people are always the real ones,” said Douglas.
“What struck me about People First Bank was the genuine impact they have on communities and everyday lives across Australia.
“The opportunity to tell those narratives honestly and emotionally is exactly the kind of storytelling I love to create.”
People First Bank chief customer officer Maria-Ann Camilleri said the campaign reflected what Australians increasingly expect from organisations.
“Customers want banking to be fair and easy, but they also want to know who they’re banking with and what that organisation stands for,” Camilleri said.
“All Kinds of Good is really about showing the practical ways we support customers and communities across Australia every day.
“That includes everything from local community programs through to financial wellbeing initiatives, grants and support for people doing it tough.
“We know trust is built through actions, not advertising, so it was important that this campaign felt credible and reflective of who we are as a bank.”
The campaign launches nationally across premium video, out-of-home, audio, social, influencer and experiential channels, with EssenceMediacom leading media strategy and planning.
Frost*collective group creative director, Ant Donovan, said the challenge was translating the bank’s long-standing community impact into a simple and memorable platform that could flex across every touchpoint.
“There’s a lot of cynicism around banking and corporate purpose generally, so the challenge was making sure this felt authentic and earned,” Donovan said.
“What gave us confidence was the substance behind it – the scale of community support, the customer-owned model and the consistency of what the organisation has been doing over many years.”
