Great Southern Bank unveils chapter two of 'Happily Clever After' campaign via Richards Rose and Dentsu

Great Southern Bank has launched chapter two of its 'Happily Clever After' brand campaign with creative agency Richards Rose, Dentsu Brisbane and the bank's own in-house media team.

The campaign follows the first chapter launched in 2021 and continues to bring to life the homeownership journey as told through a modern-day fairy tale.

The focus is on the bank's core purpose of helping all Australians own their own home, which 88% of Australians consider a key part of the Australian dream, according to the 2023 YouGov Australian Millennial Report.

https://vimeo.com/1028645064/e99d49e66b?ts=0&share=copy

"This campaign really captures something unique about the home ownership journey today, particularly for first home buyers and small business owners," Megan Keleher, chief customer officer at Great Southern Bank, said.

"While there’s one common destination – home ownership – we know that Australians are finding a range of clever paths to get there, and Great Southern Bank is there to help them every step of the way."

The campaign, ‘Happily Clever After’, will be seen across BVOD, YouTube, Cinema, OOH, digital, and social and runs from November 2024 into early 2025.

Keleher added: "Through distinctive imagery, lighthearted storytelling and by heroing hardworking, everyday Australians, we’ve grounded our campaign in the needs of our customers today. It was also vital to be true to who we are as a customer-owned, challenger bank – that authenticity has given our previous campaigns great longevity and lasting impact."

"In this next chapter of the brand story, we meet two more Aussies pursuing their dream of home ownership," Alex Stainton, Richards Rose's executive creative director, said.

"As we all know, this journey continues to be challenging, so we’ve retained the optimistic, encouraging tone, as Great Southern Bank cheers on the side-hustlers and small business owners on their way to Happily Clever After. Throughout this adventure, we were blessed with some magic from our director, Beatrice Pegard, along with wonderful talent, who will soon be dancing their way across the vertical and horizontal screens in your vicinity."

Credits

Client: Great Southern Bank Chief Customer Officer: Megan Keleher Head of Marketing: Deborah Woodford Senior Marketing Manager Brand and Acquisition : Emma Barker Senior Marketing Manager - Digital: Liam Crowe 

Creative Agency: Richards Rose Chief Creative Officer / Founder: Adam Rose Executive Creative Director: Alex Stainton CEO / Founder: Digby Richards Creative Group Head: Justin Lim Senior Copywriter: Mark Sharman Head of Production: Tanya Hairman Head of Strategy: Joseph Smeaton Head of Account Management: Kristen Sandberg Account Director: Claire McGinley Studio Manager / Finished Artist: Alistair Donald Production Company: Collider Director: Beatrice Pegard Executive Producer: Rachel Ford-Davies Producer: Sarah Nichols DoP: Aaron McLisky Editing: Adam Wills Post House: FIN Design & Effects Colourist: Matt Fez Music Composition and Sound Post: Squeak-E-Clean Photographer: Jeremy Shaw Casting: Felicity Byrne, Byrne Creative

Media: Dentsu Brisbane, Great Southern Bank In-house media team