How do we create a sonic branding mnemonic that would instantly let the viewer know that Bank SA is serious enough to take care of any banking challenge, but also friendly enough to make it easy for any type of customer?
As the State emblem of South Australia, the Piping Shrike was brought to life as a dry humoured human size bird that would help everyday Australian’s solve their banking needs. As the star of the campaign we wanted to keep the Shrike in Bank SA’s sonic branding, but first we needed to create the melodic mnemonic that would suit the quirky campaign but also feel the pride of SA’s largest bank.
We chose a natural instrument and played with multi-note melodies, next we brought back in the Piping Shrike to half sing half talk the mnemonic and “Bank SA”. Together the two come together to leave the viewer with a smile, and the knowing that Bank SA can solve any banking need but also do it easily and stress free.