Teachers Mutual Bank launches new advertising campaign via YOLO and Republic of Everyone

Sydney agency YOLO (You Only Live Once) and Republic of Everyone have worked together to launch a new campaign for Teachers Mutual Bank.

Sustainability and profit with a purpose have always been integral parts of the Teachers Mutual Bank, and the new campaign “The Feeling’s Mutual” is the result of the cross agency collaboration to bring the brand and sustainability messages together.

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The concept, “The Feeling’s Mutual”, is an acknowledgment, a shared vision, of what it means to be part of the teaching profession and that what we teach today has an impact on the future of our planet. The Teachers Mutual Bank has mutuality at its core, and cares about building a brighter future not just for its members, but also for the environment.

Says Justine Metcalfe, creative partner at YOLO: “We worked closely with Republic of Everyone to develop an integrated campaign. The hero is a short piece of film acknowledging teachers as having one of the most important jobs in the world.

“All of the teachers in the film are real-life teaching professionals. We brought to life moments and ideals which reflect the reality of being a teacher, such as washing away the stereotype that teaching is all about downing tools when the school bell goes at 3pm, and the shared belief that sustainability is a necessity not an option. We engaged Luscious director Sebastien who has the ability to draw strong and honest performances out of real people and has a great cinematic eye. It resulted in a visually strong piece that really makes the viewer appreciate the job teachers do.”

Says Theresa Mason, chief sales and marketing officer at Teachers Mutual Bank: “The Feeling’s Mutual’ is a great step towards differentiating us as a sustainable mutual bank. I’m impressed as to how YOLO and ROE worked collaboratively with the Teachers Mutual Bank team to collectively deliver on this as one cohesive group. They took a complex task and made a simple, insightful and engaging film with an excellent strategic and creative alignment that will build our brand value. Feedback to date is immensely positive from teachers, school principals and many other stakeholders.”

Says Ben Peacock, founder & partner at ROE:  “Sustainability is often seen as apart from brand. We think it should be a part of brand. With TMB, that’s what we’ve done. Sustainability is what drives the business. And it’s good for business, if only more brands saw the world this way.”

Agencies: YOLO & Republic of Everyone

Music: Joff Bush @ Rumble Studios