Bank of Melbourne pays homage to the Victorian State in new campaign via Saatchi & Saatchi
Bank of Melbourne has this week launched a new brand campaign via Saatchi & Saatchi, looking to re-establish the brand’s unique offering as the only bank born for the city and Victorian state, dedicated to building the prosperity of Victoria’s people, businesses and communities.
It is the first work produced with Saatchi & Saatchi, which opened an office in Melbourne when appointed as Bank of Melbourne’s lead agency in January.
The campaign objective was to demonstrate the brand’s customer first approach. We wanted to capture the spirit of Melbourne and Victoria and prove that Bank of Melbourne is more than just the Bank OF Melbourne but the Bank FOR Melbourne. There was no better way to showcase this than to feature some of the extraordinary makers, crafters and doers that make up this unique city and state.
The 90 second launch film features short narratives on 12 Melbourne ‘makers’, from neon sign makers Coles Neon, Melbourne swim club Brighton Icebergs and Williamstown boat builder Blunt Boats.
The new brand film is supported with across digital, outdoor, in-store, social and cinema.
13 Comments
This is beautiful.
Pretentious twaddle. @12:43, advertising is not about pretty pictures, it’s about meaningful insight. Would have been far more accurate to just borrow the Triple M campaign ‘Everything Melbourne’ edit out excessive references to Eddie and edit in a BOM logo at the end.
Sorry. This campaign offers nothing.
Looks like a compilation of stock images.
Was there really an agency involved in this? It communicates next to nothing. BOM would have been better of just going direct to a production house.
Feels like it was the first thought.
Make that a VB please.
If this is the concept that won the pitch, then is Sydney the maker of makers?
Trying so hard to be cool. So many similar shots to this only not as good.
https://www.youtube.com/watch?v=GCpeUiaY5lc
It’s a very cringeworthy and lame ad. But tmelbourne people are lame too.
They are disturbingly patriotic and tacky people down there.
This advert might just hit that emotional chord with the melbourne demographics.
This tries so hard to be Bulleit Anti-Establishment
This is an ad for a bank brand that was bought by the former Bank of New South Wales (now Westpac), decommissioned by that bank, then exhumed in a cynical attempt to improve Victorian market share.
And that’s exactly what the ad feels like.
I’M SO SICK OF VOICE OVER DRIVEN ADS!
Bunch of meaningless words and pretty pictures. Stop it.
Glad to see people are finally turning on this kind of concept-less voiceover meaningless montage stuff… It’s well shot, but so what? Everything is and should be when you have half a million dollars or so.
Pretty sure you guys were all singing it’s praise a year ago though