CommBank celebrates customers in new brand refresh campaign via M&C Saatchi Sydney and Re

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This week sees the launch of a nationwide campaign for Commonwealth Bank, evolving the bank’s visual identity and creative platform in Australia via M&C Saatchi and Re Agency.

 

The new creative platform, ‘Can Lives Here’ is a reminder to Australians that our unique country is perfectly positioned to unlock opportunities, plans and dreams – no matter how big or small, and it celebrates the Australian capacity to not only thrive, but to stay optimistic even when optimism is under threat. This ‘Can do’ spirit is exemplified not by actors, but by real Australians from all walks of life and from every corner of the country. Alongside a complete brand refresh, the campaign reflects the bank’s evolution after a tumultuous year for the country.

Says Cam Blackley, chief creative officer, M&C Saatchi: “In the early parts of creative development, we spoke directly with customers and front-line staff and we heard over and over again about that shared resilience, the “can do” attitude and positivity that Aussies have always shown. The ability and willingness to get on with it no matter what life throws at you. We wanted to create a campaign that celebrates and showcases the achievements and attributes of these people, on television, in print, on outdoor sites and social media. Each are real stories of Can about real customers showing that Can really does live here.”

The refresh includes the first change to the iconic Commonwealth Bank corporate identity in almost 30 years.

Says Andy Thomas, executive creative director of M&C Saatchi’s design business Re Agency: “CommBank’s diamond is an iconic and significant asset, and the single asset that is most recalled by its customers. We wanted to ensure that the new visual identity was rooted in the brand’s strong heritage but also serves as a beacon of positivity and measured optimism of a brighter tomorrow.”

Says Monique Macleod, CMO, Commonwealth Bank of Australia: “CommBank’s transformation as a bank acknowledges that we needed to take meaningful action to deliver change that put the needs of our customers front and centre. Our brand is a symbol of who we are, what we stand for, and the experience our customers and communities can expect from us. With the work we are doing to reinvent the organisation around a new strategy and values, now is the right time to refresh the iconic diamond, making it lighter, brighter and more dynamic, and inject new meaning into the Can platform. A symbol of optimism fit for the future and one that represents the work we’ve done to be better, the work we still have to do, and the brighter future we are committed to helping Australia achieve.”

The full brand refresh campaign launched with teaser OOH executions and then a full rollout yesterday, Sunday 11 October, consisting of a 60,30 and 15 second” film OOH, press in all major publications, as well as across social platforms.

CommBank
Monique Macleod – Chief Marketing Officer
Di Everett – General Manager, Brand and Social
Tamisine Heath – Executive Manager, Brand and Social
Caroline Millar – Senior Marketing Manager
Katreena Tysen – Executive Manager, Brand Strategy
Zoe Bruce – Senior Manager, Brand Strategy

M&C Saatchi Sydney
Chief Creative Officer – Cam Blackley
Executive Creative Director – Mandie van der Merwe
Executive Creative Director – Avish Gordhan
Group Creative Director – Andy Flemming
Senior Art Director – Rosita Rawnsley-Mason
Senior Copywriter – Allie Steel
Art Director – Nicole Yeoman
Copywriter – Avi Azouz
Art Director – Jackson Elliot
Senior Strategy Director – Bronwyn Galvin
Social Strategy Director – Emma Parsons
Managing Partner – Amanda Quested
Group Account Director – Kyle Abshoff
Senior Account Director – Tori Davis
Senior Account Manager – Portia Sunde
Production Director – Rachel Strobridge
Head of Broadcast – Loren August
Senior TV Producer – Christina Wilmot
Associate Executive Producer – Henry Welch
Director of Communications, M&C Saatchi Sport & Entertainment – Krystyna Frassetto

Production Company: Collider
Director Rob Stanton-Cook
Producer Renae Begent
Managing Director Rachael Ford-Davies

Post Production Company: Fin Design + Effects
Editor: Adam Wills

Music and Sound Design: Song Zu

Sonic Branding and Brand Voice Casting: Resonance

Visual Identity via Re Agency
Andy Thomas – ECD
Shannon Bell – Creative Director
Dan Flynn – Creative Director
Nicole Bon de Veire – Designer Director
Caroline Gilroy – Designer Director
Toby MGrath – Design Director
Jane Duru – Copy Director
Sumita Maharaj – Senior Designer
Sionen Adijains – Senior Designer
Mark Williams – Senior Finished Artist
Michelle Mondel – Designer
Judy McLaughlan – Senor Guidelines Designer
Jacqui Holloran – Senior Designer
Harry Tuckwell- Designer
Sarah Burling – Client Services Director
Annabelle Barnum – Group Account Director
Brigitte Harbrow – Account Director