Bank of Melbourne

“Creating purpose through a unique Victorian mindset”

Client: Bank of Melbourne
Role: Television, Cinema, Digital, Print, OOH, Social


Creating purpose through a unique Victorian mindset.


Unlocking affinity by tapping into what it means to be the only truly Victorian bank.

As the only bank whose sole focus was on the state of Victoria, the Bank of Melbourne was driven to offer not only a genuine alternative to the ‘big four’ banks, but an alternative that connected to the very purpose of what it means to be Victorian. Our task was clear: relaunch Bank of Melbourne through a creative idea that would drive increased levels of awareness and active consideration for the bank in a unique Victorian way.

So we focused on proving that we weren’t just the Bank OF Melbourne, but the Bank FOR Melbourne… by tapping into the heartbeat of the city of Melbourne & state of Victoria. As a place known for its ambition, creativity, innovation, passion, and culture, we wanted the campaign to celebrate the creative spirit Victorians have to ‘make it’ – whatever their making it is – from a home, to a business and everything in-between. By tapping into the truth of everyone looking to ‘make it’, and bringing that to life through a Victorian lens of creativity, the Bank of Melbourne built a uniquely Victorian purpose.




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