CommBank re-launches its ‘CAN’ platform with first-of-its-kind use of ATMs via M&C Saatchi

CommBank ‘CAN’, the long running brand promise for the Commonwealth Bank, is being evolved this week in a nation-wide integrated platform via M&C Saatchi Group. Recent research undertaken by CommBank found the majority of Australian adults (66 per cent) admit to feeling uncertain about what the future holds, with these feelings particularly pronounced when it comes to matters of a financial nature.

As Australia’s largest bank, CBA recognise it has a responsibility to partner with Australians to find new ways to move forward.

VIEW THE SPOT

The new brand platform centres around listening to Australians about the challenges we face at an individual and national level. In a first-of-its-kind use of an ATM network, CommBank will be asking Australians questions that matter to all of us, such as ‘Is the Australian property dream still a reality?,’ ‘Are our businesses ready to face the future?’ and ‘Do our kids have the skills they need for tomorrow?’.

People around the country will have the opportunity to answer the questions at ATMs and online, which will form the basis of a national conversation about the challenges we face as individuals and society, and how to create new paths forward together.

Says Michael Canning, executive creative director, M&C Saatchi: “CommBank ‘CAN’ was born of a cultural moment when Australian’s were losing confidence in the face of the global financial crisis. In 2017, there is a similar cultural tide as people feel uncertain about the future and a little stuck with traditional paths to reach their goals. This new platform is designed to first listen to people’s views around Australia, which will form the basis of new ways for CommBank to partner with Australians at both and individual and national level.”

In the spirit of the ‘CAN’ brand promise, the platform signals a new approach for CommBank to create new initiatives, products and solutions to help find new paths forward.

Stuart Tucker, Commonwealth Bank’s general manager of brand, sponsorship and marketing services, said the bank recognised that a new landscape required a new approach to address the important issues in people’s lives.

Says Tucker: “It’s only natural that people feel uncertain – look at the events of 2016.

“We’re hearing this through our conversations with customers, and through our market research. This new campaign is all about showing Australians that we understand the uncertainty they’re feeling, and to help them find news paths forward.”

The integrated launch campaign was shot by Simon Harsent and Sean Izzard of The POOL COLLECTIVE. Harsent directed the 60′ film launch spot while Izzard created a series of portraits of different Australians from around the country for the integrated campaign. 

As people around Australia lend their voice to the campaign, CommBank will share data collated from the ATM network and integrated media across the country, which will be used as the basis for a platform of work throughout the year.

In conjunction with the new brand platform, M&C Saatchi worked with M&C Saatchi Group Company RE, to design a new brand strategy & visual identity for CommBank.

CBA

Compositor: Max Peillon