The Brief
Develop a campaign concept to connect with women from diverse cultural backgrounds and position banking in a more relevant, approachable and engaging way.
The Approach
The “Me Lady” concept used confident, contemporary imagery and targeted messaging to create a distinctive campaign identity while remaining connected to the broader bank brand.
The Outcome
A cohesive campaign concept demonstrating how established brand assets could be adapted to speak more directly to a specific audience while maintaining a clear and recognisable brand presence.
