People First Bank launches first national brand platform ‘All Kinds of Good’ via Frost*collective
Frost*collective has launched All Kinds of Good, the first national brand platform for People First Bank, kickstarting a new campaign to launch and promote Australia’s leading customer-owned bank.
Created with media partner EssenceMediacom, the integrated campaign introduces People First Bank to a broader national audience through a series of emotionally driven films and stories grounded in real community impact.
People First Bank supports more than 1,000 charities, grassroots organisations and community initiatives across Australia spanning women’s sport, animal rescue, youth music, disability services, food relief, regional arts and inclusive education.
As a certified B Corp and customer-owned bank, People First Bank reinvests profits into better banking, customer service and community support rather than shareholder returns.
The campaign follows a major customer platform rollout by the bank, including new digital banking capabilities, products and customer experience improvements.
At the centre of the campaign is a suite of films directed by acclaimed filmmaker Stuart Douglas through Frost*films. The films were created to capture the meaningful and often unseen impact the bank has on communities around the country.
Stuart Douglas said the campaign resonated because it focused on real people and authentic stories: “The stories that stay with people are always the real ones. What struck me about People First Bank was the genuine impact they have on communities and everyday lives across Australia. The opportunity to tell those narratives honestly and emotionally is exactly the kind of storytelling I love to create.”
People First Bank Chief Customer Officer Maria-Ann Camilleri said the campaign reflected what Australians increasingly expect from organisations: “Customers want banking to be fair and easy, but they also want to know who they’re banking with and what that organisation stands for.
“All Kinds of Good is really about showing the practical ways we support customers and communities across Australia every day.
“That includes everything from local community programs through to financial wellbeing initiatives, grants and support for people doing it tough.
“We know trust is built through actions, not advertising, so it was important that this campaign felt credible and reflective of who we are as a bank.”
Ant Donovan, Group Creative Director at Frost*collective, said the challenge was translating the bank’s long-standing community impact into a simple and memorable platform that could flex across every touchpoint: “There’s a lot of cynicism around banking and corporate purpose generally, so the challenge was making sure this felt authentic and earned.
“What gave us confidence was the substance behind it – the scale of community support, the customer-owned model and the consistency of what the organisation has been doing over many years.”
The platform was designed to work across every part of the business including product, community partnerships, everyday banking and customer experience, while maintaining a single cohesive idea throughout.
The campaign launches nationally across premium video, out-of-home, audio, social, influencer and experiential channels, with EssenceMediacom leading media strategy and planning.
People First Bank’s Community Lottery has raised more than $23 million for local groups since 1984, while the bank’s Foundation continues to support education, healthcare and Australians facing hardship.
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