Goodby Silverstein & Partners' Centenary campaign for The Commonwealth Bank has launched highlighting the bank's history over the last 100 years.

The One Hundred Years Together campaign is an extensive integrated reach out to existing and prospective customers and aims to engage them in a conversation about the future of banking over the next 100 years.

Directed by Michael Spiccia the TVC follows the metaphorical the journey of a young woman, played by Australian actress Clare Van der Boom, and makes its way through various eras of the last century, pausing on significant moments in Australia’s history.

Scenes depict the Commonwealth Shipping Line, the Broken Hill mines, the 1939 Victorian Bushfires, the battlefields of Gallipoli, and the triumphs of sporting icons, Donald Bradman, the Australian team at America’s Cup and Cathy Freeman.

The spot then moves to historical scenes of women move into the classroom, teaching students in the 1950’s about the importance of saving, driving through the quiet 1970s streets waving at families in new homes - a child swing from a Hills Hoist. Poignant, nostalgic and dramatic scenes are dramatised at the hands of Russel Boyd, the Oscar award-winning Australian DOP.

Commonwealth Bank Chief Marketing & Online Officer, Andy Lark said the bank had played an integral role in the evolution of commerce and community.
"We are celebrating that contribution and saying thanks to the millions of customers
and thousands of employees – past and present – that have made this possible," he said.
"What you see today is the huge sense of pride we have in being invited into our customers’ lives and in making a difference in their communities."

Print, television and digital media launched on October 2 with social channels launching soon after.

Developed by The White Agency, the Centenary website will incorporate newly filmed content mixed with never before seen footage and stills from the bank's archives.

http://www.youtube.com/watch?v=lbuJEBamX7Y