CommBank Australian of the Day

Commonwealth Bank

+18%

uplift in brand reputation

+22%

uplift in favourability towards CBA

97

stories published on News Corp channels 

CommBank challenged us to breath new life into a partnership that at the time was in its 36th year, and was becoming increasingly irrelevant to 18-34yos.   

We devised the Australian of the Day campaign to profile ordinary Australians doing extraordinary things. 

In partnership with News Corp, we sent 8 young Aussie photographers out on the road, across all States and Territories for a period of 8 months, to document the weird, the wonderful, the inspiring and the extraordinary; people who embody the spirit of CAN. 

This was complemented by a campaign to drive community nominations for the Australian of the Year awards. It worked, our campaign uncovered Orange Sky Laundry, subsequent winners of the Young Australians of the Year award.