Independent creative agency Lifelounge launches new ‘Feel Good’ banking initiative ‘act.’ with film

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ACT_0077.jpgIndependent 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