Auswide Bank launches first brand campaign ‘The Big-Hearted Bank’ via Smart Queensland

Auswide Bank today launched its first brand campaign via Smart Queensland.

Titled ‘The Big-Hearted Bank’, the campaign follows the transformation of a tiny, besieged, accountant mouse that lives inside the heart of the hero.

After being rejected by a big bank, our campaign hero discovers Auswide Bank, and the tiny mouse becomes a confident young lion.

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The campaign signals the launch of Auswide Bank into the national market following a rebrand from Wide Bay Australia last year.

The animated video was produced by Photoplay with animation by Eallin, Tokyo, and an original soundtrack by Uncanny Valley. 

Says Carly Ryder, head of marketing, Auswide Bank Head of Marketing: “Our new brand campaign is both beautiful and endearing and pulls at the heart strings but, in essence, it really portrays who we are as a challenger bank.”  

Says Benjamin Davis, executive creative director, Smart: “It takes a brave client to first identify and then fully appreciate what can be achieved in setting sail against the winds of mediocrity, particularly in a category awash with expressions of faux empathy.

“Auswide Bank doesn’t pretend to ‘live in your world’, they don’t pretend ‘they’re for the makers’. They just believe in the positive, transformational power of great relationships, and they genuinely want to help their clients achieve their goals. Auswide Bank sees the good in people. They’ve got a big heart. So it’s a campaign built on a pretty salient truth. I’m proud of the work we’ve achieved together.”

The campaign follows the appointment of Phillippa Netolicky as general manager and the relocation of former McCann Melbourne associate creative director Ben Davis to executive creative director at Smart Queensland.

Says Netolicky: “We’ve created a solid brand platform that we’ve developed over several months. We’re excited to see what the rest of 2016 will bring for Smart.”

The campaign will roll out in coming weeks, comprising TV, digital, social media, and OOH.

Auswide Bank

Original Music: Uncanny Valley, Sydney