Independent creative agency Lifelounge launches new ‘Feel Good’ banking initiative ‘act.’ with film
Independent creative agency Lifelounge has introduced a new banking service, simply called ‘act.’, in an unexpected and un-bank way.
Backed by Bendigo Bank, act. is an online and phone-only financial service aiming to deliver positive social impact, by distributing a portion of its profits among its customers to help fund a range of worthy social causes.
Customers, or ‘activists’ as act. likes to call them, are able to choose which projects they wish to support from act.’s platform of social enterprises, which are continually refreshed.
Using a simple crowd-sourcing model, ‘activists’ can choose from projects supporting anything from animal welfare, to people with illness and disabilities, to the environment and community food programs. And all by simply doing one of their everyday activities – online banking.
Says Amanda Watt, community sector banking and act. head of marketing and communications: “act. believes in profit for purpose – it transforms banking from an everyday passive undertaking to a positive force for change. Who you bank with does matter.”
Lifelounge was appointed by act. to launch the brand via an online and social media campaign for ‘Banking that gives back’ to a target audience of 25 to 40 year-olds.
Says Brad Wilson, creative director, Lifelounge: “act. is disrupting the banking and finance sector by appealing to Australians who want to ‘do more good’. So in order to grab people’s attention we expressed the emotional benefit of banking with act. – the ‘feel good’ factor of giving – with one of the most pure displays of joy there is – dancing.
“In keeping with the feel good spirit, we held open auditions to unearth the star of the film, a credit analyst by day, who turned up with only his (untrained) passion for dancing. He got the gig on the spot after infecting the whole room with his positive energy.”
Creative Agency: Lifelounge
Dion Appel: Managing Director
Brad Wilson: Creative Director
Nicko Phillips: Art Director
Leah Dunkley: Copywriter
Robyn Hails: Account Lead
Production Company: Pancho
Tov Belling: Director
Francesca D’Orazio: Producer
Audio House: The Gunnery
Ben Rosen: Composer
Linda Chua: Producer
Aegis Media: Digital Media Strategy/Spend
Greta Donaldson Publicity: PR
6 Comments
So you kind of ripped off Pharrell and then executed it with less style.
what the fuck is it with sudden unexpected celebratory dances. It’s borrowed interest people, which, if you’d ever learnt anything about making ads is not a good thing.
Onya Brado….
Credit.
I actually thought Lifelounge was a cool, creative non-agency type of agency…
And then this happens. It is just cringeworthy.
Worst ad for a bank in memory.
You really can’t un-see something like this, can you?