Judo Bank launches new ‘Challenger Traits’ campaign via US+US

Judo Bank – Australia’s only business bank purpose-built for small and medium businesses (SMEs) – has launched a campaign via creative company, US+US, reinforcing Judo’s position as the challenger bank capable of providing the bold backing dynamic Australian businesses need and deserve.

At the heart of the ‘Challenger Traits’ campaign are six core traits – defiant, courageous, tenacious, daring, inquisitive and astute – that both showcase the spirit of Australian SMEs and highlight Judo’s unique relationship banking approach.

Says Laurel Davis, creative partner, US+US: “Growing a business takes tirelessness and guts, and Judo Bank gets it. Unlike major banks, Judo backs business owners and their ideas, looking at where they’re headed not just where they’ve been. It’s this truth that we zeroed in on in the earliest stages of campaign development.”

Says Jim Ritchie, strategy partner and founder, US+US: “As a genuine partner business we’ve relished working side by side with Judo’s marketing team to get to the heart of their brand, and deeply understand their core customer. Judo Bank was our foundation client, and as we enter the third year of our relationship it’s been a pleasure to co-create this campaign.”

‘Challenger Traits’ will run nationally across large format outdoor, press, radio and digital, with media strategy and buying led by Hatched Media with supporting digital media by Digital Deluxe.

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Client: Judo Bank
Chief Marketing Officer: Kevin Ramsdale
Head of Marketing: Negar Ghadiri-Zare
Digital Marketing Manager: Matt Hocking

Creative Company: US+US
Strategy Partner: Jim Ritchie
Design Partner: Tom Hutcheon
Creative Partner: Laurel Davis
Project Director: Angel Lewis
Associate Client Partner: Louisa Webb
Associate Design Partner: Georgia Lowes
Copywriter: Damian Asling
Senior Designer: Buffi Spence
Senior Designer: Thomas Francione
Studio Manager: Tina Rodi

Photographer: Jesse Smith
Producer (BNE): Jo Winston
Producer (MEL): Sarah Ewing

Media Agency: Hatched Media
Stephen Fisher: Managing Partner
Belinda Porter – Planning
Lucy Seward – Planning
Kate Gurran – Senior Media Manager
Jemma Diamond – Jnr Media Executive