In The Work, we talk to the client and the agency about the process of creativity and getting a brave idea across the line. This time, it was M&C Saatchi's virtual reality storybook for CommBank.
Virtual reality can often stray into the realm of a gimmick, but CommBank's latest push is anything but, according to both the brand and M&C Saatchi.
What the client says:
“We got kids involved early on to find the balance between enjoyment and the learning experience, because it would be easy to get carried away and make it a creative gimmick. It's not about signing anyone up to CBA accounts, it's important that it's about the experience of the person – not the brand,” CBA GM of brand, sponsorshop and marketing operations, Stuart Tucker.
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