‘Unlike anything they’ve done before’: It’s Friday launches first work for Greater Bank
Greater Bank has launched its first campaign from recently-appointed agency It’s Friday, with a “perfect metaphor” depicting the home loan market.
The independent creative agency was appointed earlier this year, tasked with creating a new brand platform and vision for the challenger brand. The new platform is yet to come, understood to launch later this year or early 2026.
This first piece of work instead delivers on a product from Greater Bank — its Digital Home Loan offering. With this product, people can apply online for a home loan in less than 15 minutes with no paperwork.
The TVC is set in a life-sized museum exhibit, where a typical Aussie family depicts a traditional home loan application process, complete with paperwork and endless phone calls. Then, they catch a glimpse of a billboard from Greater Bank, showcasing the digital offering.
Vince Lagana, chief creative officer at It’s Friday, said home loans have “moved on”, they’re no longer how they used to be.
“Once we landed on a strategic positioning knowing that… we naturally got to a place of visualising the ‘home loan past’ in an interesting, eye-catching way. The museum piece worked perfectly,” he told Mumbrella.
“It was a perfect metaphor for how people were still stuck in the past when in reality there’s a whole new world with the digital home loans.”
Said to be part of a broader effort to highlight the bank’s investment in giving Aussies value, the campaign marks a “new era” for Greater Bank.
“Something different and fresh for the brand was really important,” Lagana said. “It’s unlike anything they’ve done before, they’ve done some good things, but this is very fresh.
“It all comes back to the product really, we couldn’t just make a big statement without backing it. The challenge sometimes is coming up with creative that is engaging, but also knowing that you need to fit in some important proof point messaging. So we couldn’t just say we’re the next big thing in home loans without telling people why, hence why we had to explain.”
The campaign is rolling out across broadcast, online video, OOH, radio, audio, digital, and social channels. Across OOH, the billboard in the TVC will feature in real life too.
“You’ll see the out of home come to life by the actual billboards you see in the TVC. We wanted to have a direct link, it will look very similar in real life,” Lagana told Mumbrella.
Credits:
Creative Agency: It’s Friday
Client: Greater Bank
Head of Brand and Marketing, NGM Group – Kate Messenger
Brand and Campaign Manager – Garry Hazell
Senior Marketing and Campaign Specialist – Amy Bowd
Marketing and Campaign Specialist – Hannah Bowtell
Production
Director – Justin McMillan
Executive Producer – Susannah Myerson
DOP – Peter Eastgate
Production Designer – Sam Lukins
Casting – McGregor Casting.
Post Production
Post Production – Heckler
Executive Producer – Will Alexander
Post Producer – Coralie Tapper
Editors – Lucas Vazquez & Daniel Page
Online Artist – Julian Ford
Compositor – Jed Morrison
Key Visual and C4D – Adrien Girault and Jordan Sykes
Sound
Music & Sound – Heckler Sound
Executive Producer – Bonnie Law
Composer – Johnny Green
Sound Designer – Dave Robertson
Media Agency: Atomic 212
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Pretty hard to top the Seinfeld ad from 16 years ago. That was pretty fresh.