ME BANK – BRAND CAMPAIGN
BANK-XIETY
People can’t talk about a feeling they don’t have a name for.
Following a Royal Commission into the banking industry, Australians had lost trust in banks but struggled to articulate why.
We coined Bank-xiety to give that feeling a name, then built a national campaign around it spanning OOH, guided meditation and large-scale murals.
Giving people the language to speak up contributed to shifting ME Bank from commenting on the banking crisis to helping people navigate it.
what i did:
Creative direction, Copywriting, Design
what it influenced:
Coined “Bank-xiety”, turning an unspoken emotion into a shared cultural conversation.
Repositioned ME Bank from another bank to an empathetic challenger brand.
Contributed to a 17% uplift in brand perception throughout the campaign.