How do you market Personal Loans in a financially responsible way?

Personal Loans advertising has often been criticised for encouraging spontaneous and conspicuous consumption. But the truth is that a CommBank Personal Loan can be instrumental at key points throughout your life. By creating the campaign positioning "The point when..." we shifted conversation away from "wants" to "needs" in a charming, humorous and engaging way.

Awards: Effies Winner
Role: Art direction
Campaign included: OOH, press, banners, email, mobile, social, in branch, website and radio