ANZ GRADUATE PROGRAM

The approach towards the ANZ brief has been aiming to connect to the target audience on a much more personal, inspiring and relatable way throughout our executions. The message that we as a team were wanting to be communicate was that ANZ’s graduate programs would always be there to help you along the way in all aspects of life, which is where the headline of “your future is safe in our hands” was created, to allow our target audience to be able to understand exactly our message in a simple and straight forward manner.

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The idea of executing ANZ’s main points through the sport of swimming we felt was quite fitting in many ways. Firstly, the visual aspect of the executions is very on brand to the organisation and creating all the executions to come together to be a cohesive campaign, with the main colour of blue being featured through objects such as the water, bathers featured on model and background colour of the metrolites.

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We utilised the sport of swimming to be relatable towards our target audience in not a practical way, but in a sense that the target audience are able to identify and know what it feels like to work towards a goal with hard work. We felt that with this idea, we would use the tag line of ‘dive in’ throughout all of our executions. Not only does it in line towards the idea of swimming, it is also communicating the idea that with our target audience being high achievers, that they would want to take on a new challenge. This idea of taking on a new challenge is also communicated through our video, with one scene physically showing the model diving into the deep end of the pool. We aim that the impact of ‘dive in’ followed by a call to action of ‘apply today’ allows that the sense of urgency, with the word of ‘today’ specifically creating this feeling.