Following Auswide Bank's re-brand and launch as a bank last year, SMART was commissioned to develop a brand campaign for Australia's newest bank.
Auswide Bank, formerly Wide Bay Australia, has been an active member of regional Queensland communities for over 50 years.
Since becoming a bank, those community values remain at the core of everything Auswide Bank does.
To launch Auswide Bank into the national market, we needed something that cut-through the financial institution noise, and communicated Auswide Bank's unique point of difference.
The result is 'The Big-Hearted Bank', a heart-warming TVC that follows the transformation of a tiny, accountant mouse that lives inside us all. After being rejected by a Big Bank, our hero and his mouse discover Auswide Bank, and our tiny mouse transforms into a courageous little lion cub.
Set to an original soundtrack, the compelling story shows the immense transformational power of great relationships.
The TVC will be supported by digital, social and OOH.