CLIENT
ANZ Bank
Sweta Mehra , CMO
Carolyn Bendall, Head of Marketing Australia
Rosana Lambardi, Brand Expert
Hayley Smith, Sponsorship Expert
Kim McFarlane, Brand Expert
Marnie Benfold, Social
AGENCY
Matt Stoddart, Creative Director
Ricci Meldrum, Executive Partner
Alex Horner, Planning Director
Jeff Malone, Executive Planning Partner
Cathryn Reed, Business Director
Paul Reardon, Chief Creative Officer
Project Manager, Tania Babiolakis
Rob Hibbert, Senior Copywriter
Mark Jones, Senior Art Director
Max Reed, Creative
Harrison Webster, Creative
Janine Wertheim, Agency Producer
Margot Ger, Agency Producer
Amelia Van Veenendaal, Business Director
PHD Media
Plaza films
SUMMARY
For its 2018 and 2019 Australian Open campaign, ANZ saw the opportunity to change the face of advertising for the 1 in 5 Australians with a disability by replacing Novak Djokovic as the face of ANZ Tennis with the (then) lesser known Dylan Alcott.
Portraying Dylan simply as a charismatic guy and champion player who just happened to be in a wheelchair, our campaign had a “life changing” impact for Dylan and gave visibility to the 4million disabled Australians. Outperforming previous advertising on all measures, ANZ’s community image increased at a time when corporate reputation for banks was plummeting.
