Empowering local people and businesses the focus of BOQ’s ‘Bank Of Queenslanders’

Bank of Queensland (BOQ) x TEAM ONE (2)

Adrian McCaffrey: This campaign is about celebrating the real people and businesses who are the heart of our communities – the Queenslanders who inspire us every day.’

Bank of Queensland (BOQ) has launched its new ‘Bank of Queenslanders’ campaign, aimed celebrating pride in the Sunshine State and strengthening its commitment to its people for over 150 years.

The campaign, developed by Publicis Groupe’s Team One, highlights the bank’s local focus and emphasises financial empowerment for individuals and businesses across Queensland’s regional areas.

Running only in Queensland from 30 June, the campaign will roll out across TV, digital, social, radio, and OOH.

It features stories from real BOQ customers, local businesses, and moments captured by well-known Queensland photographer Joshua Kelly.

From local florists and farmers to footy fans and vets, the stories show Queenslanders’ hard work, dedication, and community spirit, and how BOQ supports them as a trusted financial partner in their daily lives.

Bank of Queensland (BOQ) x TEAM ONE (1) 2

It features stories from real BOQ customers, local businesses, and moments captured by well-known Queensland photographer Joshua Kelly.

Each piece is designed to reflect the local pride, passion, and perseverance that define Queensland.

The campaign includes a partnership with NINE, led by former Queensland Reds and Wallabies player Tim Horan and Brisbane-born TV presenter Sofie Formica.

BOQ General Manager Digital and Marketing, Adrian McCaffrey, said: “We’re incredibly proud to be a bank that’s been part of Queensland’s story for more than 150 years.

“This campaign is about celebrating the real people and businesses who are the heart of our communities – the Queenslanders who inspire us every day.”

Niall Morrison, from Team One added, “Our goal was to create a campaign that truly reflects the spirit of Queensland; its people, places, and pride.

“By telling real stories from real communities, we’ve helped BOQ connect in a way that feels personal, local, and deeply authentic. It’s been a privilege to bring these stories to life and showcase the meaningful role BOQ plays across the state.”

Bank of Queensland (BOQ) x TEAM ONE (1) 1

Niall Morrison: ‘It’s been a privilege to bring these stories to life and showcase the meaningful role BOQ plays across the state.’

Credits
Client: Bank of Queensland
General Manager Marketing & Digital – Adrian McCaffrey
General Manager Group Marketing – Melody Townsend
Head of Channels and Business Marketing – Christopher Reid
Senior Brand Manager – Phoebe Duke
Senior Go-To-Market Manager – Nathan Cole
Senior Marketing Manager, Business – Jasmine Webb
Marketing Manager – Jodie Finch
Finished Artist – Luke Vanstan

Strategy & Creative: Team One
Media: Performics
Production: Prodigious Brisbane & NINE
Photographer: Joshua Kelly

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