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Rural and regional bank, Rural Bank, is launching a national advertising campaign spearheaded by two television commercials (TVCs) that take a look at farming in Australia.

The campaign uses imagery to capture rural life and agribusiness and comes six months after the bank underwent a major rebrand, changing its name from Elders Rural Bank and overhauling its brand identity.

A dual-script approach was developed to launch the brand in phases and includes: TVC One - 'Re-investing in you' is a look at everyday farming activities. The imagery ranges from panoramic shots that capture the rural landscapes to close-ups that show the finer details of the environment.

TVC Two – 'Symphony' features the everyday tools of agribusiness. The 30 second TVC is a mixture of close-ups of farm machinery parts along with wide-shots of the machines in their surroundings.

The visuals are sewn together with the sounds made by the machines, forming a type of ‘rural symphony.’

Rural Bank chief executive Paul Hutchinson said the campaign was another significant step in positioning the bank as a leading player in Australia’s rural and regional banking sector.

“With Rural Bank representatives living and working in rural and regional communities, we know the environment that our customers operate in each and every day. I think this campaign really brings that message home,” Hutchinson said.

Nicknack creative director Nick Price said that a key objective of the campaign was to recognise the seasonal changes that impact agribusiness, and ensure that this was reflected in the imagery.

“Fundamentally we wanted to demonstrate Rural Bank’s true understanding of rural life and agribusiness, so it was critical that we captured the seasonal aspects of farming,” Price said.

“For this reason both commercials were shot across a period of nearly three months, and in more than 10 different locations across Australia,” he said.

Creative will appear across most mainland regional television networks and will be supported by press advertising in Rural Press publications nationally.

Credits:

Nicknack - Nick Price (Creative Director), Jonathan Pagano (Art Director), Peter Rufus (Senior Copywriter) and Bianca Lepore (Project Manager).

Spirit Films - Ernie Clark (Director & Cinematographer), Emily Green (Producer), Dale Roberts (Editor), Martyn Zub (Sound Editor), Mark Cowley (Camera Assistant), Will Sheridan (Sound Recordist), John Smith (Grip) and Luke Godson (Background score).

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