What it had to solve
P&N designs banking solutions that let you do more than one thing at once; the campaign had to make a younger generation feel the bank is listening and offering choice.
How it works
Live across TV, OOH, radio and social from October 2022, booked to run until May 2023. Production company Open Spaces and director Edwin McGill looked at more than 100 actors before casting a lead who could switch personas mid-scene.
What it did
No results reported. The refresh extended the 2015 platform to a new generation rather than replacing it, with the campaign booked through May 2023.
Background
In October 2022, Western Australian customer-owned bank P&N Bank reframed its successful, long-running 'The Power of &' brand platform in a new campaign by 303 MullenLowe Perth aimed at a younger generation of customers.
The work centres on one character who displays very human contrasts, a kaleidoscope of personalities flipping 'on a dime', to dramatise the bank's point of difference: people can want and need two different things at once, so the bank offers choice — 'it's not this or that, it's this and that'. Casting was treated as the make-or-break step: production company Open Spaces and director Edwin McGill reviewed more than 100 actors before selecting the lead.
The campaign went live across TV, OOH, radio and social, booked until May 2023, with strategy head John Linton framing it as acknowledging and respecting the blended personalities and preferences of 25–44-year-olds rather than fitting them into a box.
Why it lands
The product truth (this AND that) is dramatised in a person, not narrated — the character's contradictions are the benefit demo.
Casting over 100 actors for one role treats the persona flip as a craft problem, which is where the idea lives or dies.
Refreshing rather than replacing a seven-year platform banked existing brand equity while re-aiming it at a younger cohort.
What you can take
A platform as abstract as '&' needs one human body to live in: casting for the ability to flip personas is the execution.
Since then
The campaign ran across TV, OOH, radio and social until May 2023. No performance figures were published.
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