ANZ has launched a new cross-Tasman brand ad by Whybin\TBWA that gives a nod to the pioneering human spirit by featuring a series of snippets from innovators in their respective fields.
The world is what you make it. #yourworldyourwayPosted by ANZ New Zealand on Sunday, 3 May 2015
Solo world sailor Jessica Watson, sustainable designer David Trubridge, robotics engineer Marita Cheng, polar explorer Rebecca Lee, Atari founder Nolan Bushnell, Mars One co-founder Bas Lansdorp, Mars One candidate Dianne McGrath, tennis star Martina Navratilova, an android actress, golfer Lydia Ko and medical scientist Ray Avery all make an appearance, giving viewers their outlook on the world as part of ANZ's new positioning titled 'your world, your way'.
Created by Whybin\TBWA Group Melbourne in collaboration with Whybin\TBWA in Auckland and Singapore, the new 'Your World, Your Way' campaign is a departure from ANZ’s previous campaign featuring ‘The Mentalist’, Simon Baker, and features a new brand positioning and refreshed design, which will see the 'your world, your way' tagline (created by the Melbourne office of TBWA) replace the long-standing 'we live in your world' slogan in the global market.
Whybin\TBWA New Zealand chief executive Todd McLeay says that the latest campaign taps into the Kiwi drive for innovation, excellence and harnessing new opportunities.
“It’s part of our collective DNA to make the most of all opportunities and achieve amazing things," he says. "Some of the world’s most creative, innovative, intelligent and expressive people call New Zealand home and this new campaign showcases that all Kiwis, no matter who they are or what their dreams are, can achieve big. As New Zealand’s largest bank, ANZ can certainly play an important role in helping Kiwis unleash that potential. With the right support it can happen.”
And while the campaign applauds more established figures such as Trubridge, Navratilova and Avery, it also focuses on the future by including the likes of Cheng, Ko and McGrath who are also pushing the limits in terms of what they do.
In addition to featuring on TV both here and in Australia, the campaign imagery is also being reflected on the bank's social media channels. The local page featured a snapshot of Avery with the low-cost incubators that he developed, while the Australian page focuses on four different properties.
The campaign has also been given a separate section on the ANZ website that elaborates further on the stories of the the 'world shapers' in the TVC, and it has also been added to the roadside on billboards.
This campaign seems to follow on from ANZ's Octogon-developed Australian Open campaign 'your game, your way', which was fronted by Novak Djokovic and showcased the inspiring personal stories of players (of varying backgrounds) who are committed to the game. And the creative used during the tennis tournament is now given an added lifespan as it features in a sports-dedicated subsection of the 'your world, your way' website.