BOQ delivers ‘Bank of Queenslanders’ campaign celebrating local pride, via Team One
Bank of Queensland’s new campaign is designed to deepen its connection to the Sunshine State.
The announcement:
Bank of Queensland (BOQ) has unveiled its new ‘Bank of Queenslanders’ campaign, aimed at strengthening its deep connection and enduring commitment to the Sunshine State for over 150 years.
Developed by Team One, the campaign showcases the bank’s genuine local commitment and emphasises financial empowerment for individuals and businesses throughout Queensland’s vibrant regional landscape.
It features genuine stories from real BOQ customers, local businesses, and authentic moments, all captured by well-known Queensland photographer Joshua Kelly. From local florists and farmers to footy fans and vets, these stories celebrate Queenslanders’ hard work, dedication, and communal spirit, and highlight how BOQ supports them as a trusted financial partner in their daily lives.
BOQ general manager digital and marketing, Adrian McCaffrey, said: “We’re incredibly proud to be a bank that’s been part of Queensland’s story for more than 150 years. This campaign is about celebrating the real people and businesses who are the heart of our communities – the Queenslanders who inspire us every day.”
Niall Morrison from Team One added, “Our goal was to create a campaign that truly reflects the spirit of Queensland; its people, places, and pride. By telling real stories from real communities, we’ve helped BOQ connect in a way that feels personal, local, and deeply authentic. It’s been a privilege to bring these stories to life and showcase the meaningful role BOQ plays across the state.”
The campaign includes an extensive partnership with NINE, spearheaded by former Queensland Reds and Wallabies player Tim Horan and Brisbane-born TV presenter Sofie Formica.
Running exclusively in Queensland from 30 June, the campaign will roll out across TV, digital, social, radio, and OOH. Each execution is designed to reflect the local pride, passion, and perseverance that define Queensland.
Credits
Client: Bank of Queensland
General Manager Marketing & Digital – Adrian McCaffrey
General Manager Group Marketing – Melody Townsend
Head of Channels and Business Marketing – Christopher Reid
Senior Brand Manager – Phoebe Duke
Senior Go-To-Market Manager – Nathan Cole
Senior Marketing Manager, Business – Jasmine Webb
Marketing Manager – Jodie Finch
Finished Artist – Luke Vanstan
Strategy & Creative: Team One
Media: Performics
Production: Prodigious Brisbane & NINE
Photographer: Joshua Kelly
Source: Publicis Groupe
