Skip to main content Skip to accessibility page Skip to search input

Bank of Melbourne has engaged its competition-winning composer Simon Watt to score a dramatically different cinema advertisement promoting children’s savings accounts this Christmas.

Bank of Melbourne has engaged its competition-winning composer Simon Watt to score a dramatically different cinema advertisement promoting children’s savings accounts this Christmas.

Watt won the first Melbourne’s Music Bank competition in September, sponsored by Bank of Melbourne and the Melbourne Recital Centre, with his composition A Melbourne Morning.

“We are delighted to use such a talented Victorian composer. For Bank of Melbourne it is an essential element to support Victorians and Victoria through everything we do,” said Bank of Melbourne’s Head of Brand and Marketing Georgina Williams. “Simon’s certainly delivered something very special for this project. We love it.”

The animated advertisement features a girl and her penguin moneybox taking a special journey together, the work of South Melbourne’s XYZ Studios and agency Ogilvy Melbourne.

Torquay-based Watt, whose company Liberty Music specialises in film scores, composed the music to compliment the fantasy feel.

“I usually score longer projects so working with a 30-second format was a bit more exciting,” Watt said. “It allowed me to experiment more.”

Mrs Williams said the bank’s new advertisement was a deliberate strategy to move away from a traditional corporate approach for screen advertising and incorporate real Victorian elements, and a great Victorian partnership.

“This animated advertisement is much more natural, warm and friendly, which better reflects the character of Bank of Melbourne,” she said.

The Bank partners with Phillip Island Nature Parks and the Penguin Foundation so that every child who opens an incentive saver account receives a 12-month little penguin adoption and a free pass to visit the Penguin Parade, Koala Conservation Centre and Churchill Island Heritage Farm.

The Bank of Melbourne advertisement will debut on cinema screens across Victoria on Boxing Day, one of the busiest days of the year for moviegoers. Among the films opening that day are Disney’s Frozen, Ben Stiller’s The Secret Life of Walter Mitty and Peter Jackson’s blockbuster The Hobbit.

The Detail

Hugh Jones, Cambridge PR, 0400 505 889 Judy Fisher, Senior Manager, Brand, Digital and Social Media, 9296 4251