If you choose to keep giant carnivorous reptiles as pets, you’ve only got yourself to blame when they bite the hand that feeds them – likewise with your choice of bank.
That’s the message in Y&R Wellington’s new campaign for the Co-operative Bank, starring Brian the salt water crocodile and Jeff the giant pet python, wreaking havoc in their owners’ homes.
“We’re not blaming other banks for taking profits from their customers to feed their major shareholders,” reckons Co-operative Bank ceo Bruce McLachlan. “It’s just in their nature!”
The Co-operative Bank isn’t like other banks, he says. “We’re the only one to share our profits with our customers; it’s central to who we are and what we stand for.
“We’re just getting bolder about how we tell people.”
With the tagline Change Banking For Good the new campaign launches a new platform for the Co-operative Bank, establishing it as the challenger brand in banking, McLachlan says.
“It’s a call to action for people that the choice is theirs, highlighting that the Co-operative Bank is different to other banks. We are changing banking for the better through our beliefs.
“As for Brian the crocodile and Jeff the python, well I’m not sure if their kind will be able to change any time soon.”
The campaign was directed by Nick Ball from Finch, with the animation and post-production created by the talented individuals at Blockhead. The TV campaign will initially be supported through the bank’s owned channels – branch, digital, mobile and social.
“In the banking industry, the Co-operative Bank are the good guys,” said Y&R CDs Gavin Siakimotu and Guy Denniston in a statement.
“Their customers love them, but not enough Kiwis know about them and why they’re different. We needed to do something to get them noticed. And full credit goes to the team at Co-op Bank for pushing for an idea that will do just that.”
CREDITS
Client: The Co-operative Bank
GM Marketing & Online: Grant Jennings
Marketing Strategy & Communications Manager: Anna Aitchison
Agency: Y&R NZ
CCO/CEO: Josh Moore
Creative Directors: Guy Denniston & Gavin Siakimotu
Head of Design: Musonda Katongo
Head of Motion Graphics: Michael Frogley
Senior Producers: Liz Rosby & Christina Hazard
Head of Planning: Jono Key
Managing Director – Wgtn: Tim Ellis
Account Director: Claire Dooney
Senior Media Planner: Kate Thomson
Production partners
Film production company: Finch
Director: Nick Ball
Executive Producers: Corey Esse & Karen Bryson
Producer: Rebekah Kelly
DOP: Crighton Bone
Editor: Michael Lonsdale
Post production / animation: Blockhead
VFX Supervisor/Artist: Stefan Coory
Music: Jonathan Dreyfus
Sound design: The Coopers
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