Anz Fortune Favours the Brave
Getting students to be brave through a bank.
There is almost nothing 18 year olds care less about than which bank they’re with. They have zero interest in fact and consider banking institutions boring. So ANZ had to think completely differently to engage this younger audience.
Using cultural trends relevant for this audience, we tapped into what they love – authentic experiences, risk taking, personal fame, music and dance. Fortune Favours The Brave – a socially led campaign that dared young talent to follow anonymous clues and made one amateur’s musicians dream a reality, making him famous on a local and global stage.
Along the way the effectiveness and creativity of this campaign was recognised with an Effie, a Music Spike and numerous social media acknowledgements.