A testimonial campaign with a propaganda feel.

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Bank Australia is “the bank Australia needs.” So we turned its customers into “the people Australia needs.” Seven customers. Seven unique beliefs. All united by where they bank. We set out to create posters that felt less like advertising, and more like a movement. Each customer was illustrated by a hyperrealist artist, elevating them into something more heroic. Their beliefs were handwritten, adding a personal, human layer to every execution. The campaign brought in 24,625 new customers in its first year. Based on average Australian savings, that’s $52M+ redirected away from harmful industries.