BankWest

This is a story about positive thinking. The campaign looked beyond consumer research and questioned category behaviour to find inspiration in the positives that come from getting things wrong.

BankWest

Frank Bethel

Agency: Host

This is a story about the power of positive thinking.

Because if we'd listened to consumers we'd have understood a lot but would have progressed little. If we'd followed the category we'd have ended up somewhere predictable rather than somewhere original.

We saw no way to move forward but to seek inspiration from elsewhere.

From brands that showed us how things could be rather than competitors who told us how things are. From a company culture that was too busy making strides towards its future to stop and define their ambition.

It's about the...

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