Banks don't have the greatest reputation among Australians.
Why? First, they're big. Second, they're banks.
As Australia's newest, relatively unknown bank, this was a challenge we set out to overcome for Auswide Bank.
SMART has been working with Auswide Bank, formerly Wide Bay Australia, for over 10 years. Following the launch of its re-brand last year, we were commissioned to develop the very first brand TVC campaign for this exciting new challenger brand.
Despite its new name and shiny new branches, Auswide Bank's history is a long and proud one. One of customer satisfaction and celebrated community involvement in regional Queensland towns.
Leveraging off people's general dispassionate feeling about big banks, we developed a beautiful, heart-warming, animated TVC to shine light on the positive effect a bank with a big heart can have on a person. A bank just like Auswide Bank.
Named 'The Big-Hearted Bank', the campaign follows the transformation of a tiny, besieged accountant mouse. A mouse that lives inside our hearts and represents how we feel about our dealings with large dispassionate financial institutions.
After our hero is rejected by a Big Bad Bank on a loan for a car he has his heart set on, he discovers Auswide Bank, the 'big-hearted bank', and the tiny mouse becomes a confident young lion.
Executive Creative Director: Ben Davis
General Manager: Phillippa Netolicky
Copywriter: Ben Davis
Art Directors: Ben Davis/Fiona Self
Designer: Jackie Dewar
Production Company: Photoplay
Director: Armand de Saint-Salvy
Producer: Ronald Roberts
Animation Studio: Eallin Japan
Eallin Art Director: Remy Busson
Eallin Executive Producer: Hisa Kasajima
Post-Production: Eallin Japan/Shirogumi Inc
Original Music: Uncanny Valley