A one-day shoot, 20 customers and three B corps working together to create positive change. Here’s how three B Corps – Bank Australia, Silver Lining Agency and Good&Proper – partnered to produce our latest campaign, ‘The Bank Australia Needs’.
How many banks can say their customers would jump at the chance to be in an ad? The fact that well over a hundred Bank Australia customers replied to a single email invitation to do so is the heart of our latest advertising campaign.
And as a certified B Corp that leads with our values, we’re always looking to work with other businesses that are committed to making a positive impact. So when we were planning the production of this latest campaign, it was a no-brainer to call on our friends, Silver Lining Agency and Good&Proper – two of our favourite B Corps – to lend a helping hand.
Bringing B Corps together
We reached out to Good&Proper – another B Corp agency that we’ve worked with for nearly five years – to be the production partner on the campaign and help run the shoot.
It wasn’t the first time all three companies had worked together. In fact, our previous collaboration won the Mumbrella award for Sustainable Practices. As Jonny notes, “When you bring together B Corps and help each other out, you’ve got this kind of circular economy happening that can amplify your individual impact.”
Nicole Hunter, our Head of Marketing, believes that real magic can happen when like-minded organisations join forces. “This partnership with Silver Lining and Good&Proper is a perfect example of how we can come together to create something powerful and impactful” she says.
Oliver Pelling, Good&Proper’s Managing Director, explains, “For us, shoots are always about being resourceful and efficient, reducing both financial costs and our environmental impact. Small actions done deliberately, over and over again, can make a big difference in the grand scheme of things.”
How ‘The Bank Australia Needs’ came to life
The idea for ‘The Bank Australia Needs’ campaign was created in collaboration with Silver Lining, a B Corp creative agency dedicated to helping businesses make a positive impact.
The campaign highlights real Bank Australia customers and the reasons they choose to bank with us, from our ambitious climate commitments through to being customer-owned and our policy of not paying executive bonuses. It features our customers front and centre, wearing their aligned values on a t-shirt and sharing their unscripted experiences of being a Bank Australia customer.
“We love that our customers can clearly articulate the ethical and sustainable benefits of banking with us,” Nicole says. “As a customer-owned bank, featuring real customers is important to us. It creates a sense of community and showcases the power of collective action.”
We sent out a customer-wide email asking customers to submit their details if they were interested in appearing in the campaign. Over 150 people applied.
“Every time we put out a call for customers to feature in our campaigns, we’re completely overwhelmed,” Nicole says. “It’s not just the sheer number of customers who want to take time out of their busy days to represent the bank, but also how inspiring they are. The hardest part is selecting just a small group to participate.”
Jonny Clow from Silver Lining says the shoot was about more than just creating content. “The goal was to bring all these passionate people together in one place, capture their stories and showcase how their personal values align with their banking choices,” he says. “It’s about amplifying the collective energy of these people and getting to the heart of what it means to be a customer-owned bank.”
The power of the B Corp community
Bank Australia’s relationship with Silver Lining and Good&Proper isn’t just about creating campaigns to attract more like-minded customers – it’s also about the power of values-aligned businesses working together. “The best thing about being part of the B Corp community is the opportunity to work with other ethical businesses to amplify our positive impact,” says Nicole. “It’s through these partnerships that we can maintain integrity, drive systemic change and create a more sustainable and equitable world. Plus, work is so much better when you are surrounded by like-minded, intelligent, genuine, kind, fun people who truly believe in the importance of the work they are doing.”
Bringing together B Corps to create ‘The Bank Australia Needs’ campaign is just one way Bank Australia can walk the walk when it comes to our values. “We’re featuring customers who align their values to their banking provider,” Jonny says. “We also want to align ourselves with organisations that meet the highest standards of social and environmental impact – businesses that are a force for good. In that way, we’re reflecting that collective effort we see in the campaign.”
Learn more about Bank Australia's impact for people and planet.
