AUSTRALIA – This week sees the launch of Newcastle Permanent’s new creative platform that builds on the brand’s long standing “Here for Good” positioning. Conceived by indie creative and media agency Enigma, the platform shines a light on the tension that occurs between your head and your heart when weighing up life decisions, positioning Newcastle Permanent as one choice your head and your heart can agree on.
The Head and Heart Approved launch campaign – spearheaded by a TVC directed by Plaza Films’ Paul Middleditch – introduces the platform’s defining visual construct of Head and Heart brought to life as two sides of the same person each with their own distinctive head/heart hairstyle.
Says James Cudmore, Chief Customer and Digital Innovation Officer at NGM Group, of which Newcastle Permanent is a part: “As a mutual bank with 120 years of heritage in local communities, it would be fair to say that Newcastle Permanent has long appealed to people’s hearts. But with competitive rates and award-winning service we have all the qualities that even the most discerning head is looking for in a bank. This new advertising platform captures this brilliantly and in a way that is very Newcastle Permanent. And with new distinctive brand assets and a comprehensive campaign playbook, we have everything we need to roll out campaigns effectively and efficiently for years to come.”
“Here for Good is one of those taglines that sits firmly in the ‘I wish I’d come up with that’ drawer in my brain,” says Enigma CCO Simon Lee. “So it’s been a great privilege to help bring fresh meaning to it with an unignorable creative platform that has everything required to shift the dial right the way through the funnel. A huge THANK YOU to the Newcastle Permanent team for your trust and the spirit of partnership with which we’ve brought this into the world together.”
Head and Heart Approved is a fully integrated platform, rolling out across TV, OOH, radio, and digital media.
CREDITS
Client: Newcastle Permanent
NGM Group Chief Customer and Digital Innovation Officer: James Cudmore
NGM Group Head of Brand & Marketing: Kate Messenger
Newcastle Permanent Brand & Campaign Manager: Rachel Hartnett
Newcastle Permanent Marketing & Campaign Specialist: Amelia Taylor
Creative Agency: Enigma
Chief Creative Officer: Simon Lee
Creative Directors: Matt Ennis & Cam Brown
Executive Producer: Katie Hope
Chief Strategy Officer: Dom Hickey
Executive Strategy Director: Karl Bates
Managing Director: Jack Mason
Executive Director: Emma Ashworth
Account Manager: Samantha Laidler
Production Company: Plaza Films
Director: Paul Middleditch
Executive Producer: Pete Masterton
Visual Post: The Editors
Offline: Stuart Morley
Grade: Ben Eagleton
Online: Stuart Cadzow
Audio Post: Heckler
Executive Producer: Bonnie Law
Sound engineer: Dave Robertson
Product and Retail Film Director: Grantley Smith
Stills Photographer: Steve Greenaway
Visual post – vision: White Chocolate
Visual post – stills: Limehouse
Media Agency: Atomic
