ANZ has unveiled a new global brand campaign showcasing three standout New Zealanders doing extraordinary things on the world stage.
Medical pioneer Sir Ray Avery, teen golfing sensation Lydia Ko, and sustainable designer David Trubridge feature in the new ‘Your World, Your Way’ campaign, launched here this week. The ads feature a diverse range of inspiring people who have achieved outstanding success in their fields, and shaped the world around them.
The three talented New Zealanders join seven other individuals from around the world in the campaign, including former tennis World no. #1 Martina Navratilova, Mars One founder Bas Lansdorp, Chinese-born explorer Dr Rebecca Lee, Atari founder Nolan Bushnell, and sailor Jessica Watson, who sailed around the world on her own at just 16.
“Our new campaign is about celebrating our incredible world of opportunity and New Zealand’s place in it,” said ANZ New Zealand Head of Marketing, Astrud Burgess. “Our role is to support people to take advantage of these opportunities and achieve the life they want.
“We want to celebrate New Zealand’s contribution to the world stage and support our customers to achieve whatever it is they decide they want their world to be.”
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 for ANZ.
Whybin\TBWA New Zealand CEO 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. 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,” he adds.
Content will roll out across social media, online, TV, cinema, OOH and in-branch in Australia, New Zealand and Asia Pacific and will be followed up by product and service communications demonstrating ANZ’s commitment to supporting its customers in their individual passions and pursuits.
The launch will see the introduction of a new tagline ‘Your World, Your Way’ created by Whybin\TBWA Group Melbourne, and the rollout of a refreshed visual identity for the brand.
Whybin\TBWA Group Melbourne worked in close collaboration with ANZ’s design partners, Dave Clarke Design, to develop and rollout the new brand identity.