CommBank
Made with the undoubtable team at Re and M+C Saatchi.
‘The great Australian dream’ is one big myth, because there’s no one dream. But there is one big thing getting in the way – doubt. CommBank’s bold new platform, Doubt Never Did, is a rallying cry to shake off self-doubt and chase your own version of the Australian dream, whatever that may be.
To launch this new platform, we evolved the brand to dial up the optimism and inspire Aussies to unlock their personal potential. A confident, unapologetic and empowering visual identity that celebrates everyday Australians reaching their dreams, and how CommBank helps them get there. Plus a kickass campaign to match.
The campaign’s OOH placements linked to powerful true stories of overcoming doubt. Like Matildas superstar Mary Fowler, recovering from an ACL injury. Shaun Christie David, who left a banking job to open a restaurant with no hospitality experience. And Zoe Karatzovalis, a part-time dancer turned founder of her own all-abilities performing arts studio.
We worked with type designer Wei Huang to craft a weight of Beacon Sans bold enough to carry the confidence of the brand’s new tone of voice.
We created a system that had enough flex to cover the brand’s all-of-Australia audience and breadth of offerings, whilst always feeling undoubtably CommBank.
