Commonwealth Bank - The Hitlist: a savings program for tweens and teens

The Commonwealth Bank had divided its youth segment into two distinct groups: 10–13 and 14–17. Each was communicated to separately via biannual account statements and promotional campaigns around two separate websites.

Commonwealth Bank

Marie Agudera


So it's a little complicated. The work I want to talk to you about is not an ad, campaign or piece of branded content. It is not the instant result of a single brief or a single insight, but instead has emerged from a framework that has served as both the platform for the creative idea and the parameters within which it had to live.

Because the work is something new and rather complex, it required a diverse set of skills. To keep things...

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