BANK-XIETY

CLIENT: ME BANK

DISCIPLINES: CREATIVE DIRECTION, CONTENT, COPYWRITING, DESIGN

How do you help Australians understand the impact of unethical actions they may have been affected by? Through coining a term to help them speak up about it.

The Australian Royal Commission into Banking sent the industry into a meltdown. ME Bank, who remained unscathed by the findings, challenged the zeitgeist by defining the feeling that 94% of Australians were experiencing at the time - “Bank-xiety."

Launched as a national awareness campaign, I devised the integrated campaign which included OOH, a guided meditation to help ease the stress, and a couple of not-so-subtle large-scale murals in Melbourne and Sydney. The call was put out to anyone experiencing this sense of unease to contact ME… resulting in a 17% increase in brand uplift throughout the campaign period.