BANKSA – BACKSA

BRAND EXPERIENCE

In an era when the term 'bank' has acquired negative connotations (thanks to the royal commission...ahem), our objective was to demonstrate to the people of South Australia that BankSA prioritizes their needs over profits.

So, we decided to make a subtle yet impactful change: we replaced one letter, removing the word 'bank' and transforming BankSA into BackSA.

To convey our commitment to the state, we boldly displayed our new name on the exterior of one of South Australia's most iconic buildings—the BankSA head office. This visually symbolized our dedication to putting the people of South Australia first.

AGENCY: Saatchi & Saatchi Australia
CCO: Mike Spirkovski
CDS: Flavio Fonseca & Piero Ruzzene
CREATIVES: Gareth Eden-Styche & Randle Juan, Ernie Ciaschetti & Sascha Wilkosz