Plucky penguin plots path to professional pinnacle

Bank of Melbourne has launched a refreshed brand positioning campaign. Made by Saatchi & Saatchi Melbourne, the campaign carries the tagline 'you have the will, we have the way'.

No one ever got fired for hiring a cute animal, and so the campaign launches with the story of a totes adorbs penguin, which learns how to make its way on its own webbed feet in the big city. The fluffy go-getter not only transforms from pool cleaner to swim coach, but also runs a side hustle selling branded swim caps.

The work involved Goodoil Films, Alt FX, Pixel, The Butchery and Media Lab.

The overall campaign includes TV, outdoor, radio, digital, partnerships, CRM and in-branch materials.

Here's a couple of outdoor treatments:

Ad Nut is a huge fan of penguins, but would like to remind the industry that squirrels are charismatic, photogenic, adept at portraying a wide range of emotions, and capable of performing impressive stunts—which can reduce or even eliminate your need for CGI. Anyway, it's been a while since Ad Nut made any new additions to Ad Nut's Advertising Hall of Fame.

CREDITS

Client: Bank of Melbourne

Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Executive Producer: Lucy Trengove
Senior Integrated Producer: Stephanie Bink
Art Director: Tim Yates, Anna Fullerton
Copywriter: Kerem Sekerci, Mac Wright
Integrated Designer: Talia Holland
Interactive Designer: Felix Jong
Client Services Director: Ella Ward
Senior Business Director: Alice Tschuchnigg
Business Director: Eva Nowicki
Executive Strategy Director: Alex Speakman
Managing Director: Mark Cochrane

Media Agency: Media Lab Communications
Group Business Director: Nicole Hayes
Director: Gabby Lawton

Production Company: Goodoil
Director: Adam Gunser
Head of Production: Chana McLallen
Executive Producer: Simon Thomas
DOP: Germaine McMicking
Editors: The Butchery - Jack Hutchings & Cameron Hales
Executive Producer: Freya Maddock

Post Production: ALT VFX
Head of VFX: Andrew Hellen
Senior VFX Producer: Celeste Fairlie
Colourist: Billy Wychgel
Post Production: Antony Newton

Sound: Risk Sound
Risk Producer: Theresa Valka
Sound Engineer: Dee Gjedsted

Music: Level Two Music
Marcus Brooke-Smith

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.