Commonwealth Bank

Campaign : Australian of the Day
Work : Strategy, Concept and Media Planning

Despite CommBank being a major sponsor of the Australian of the Year (AOTY) awards for over 30 years, our research revealed the public were tuning out, seeing the awards as elitist and selective. Our challenge was to make CommBank’s sponsorship relevant to everyday Australians. Our idea was to create the Australian of the Day (AOTD) awards. To launch the awards, we commissioned eight photojournalists to capture extraordinary stories of ordinary people. People were then invited to nominate their Australian of the Day. So far, Commbank have uncovered and celebrated over 250 Australians of the Day all making a significant contribution to their local communities.