Bank SA | Meet the Piping Shrike

Bank SA is South Australia's oldest bank. But it had fallen out with the state. It needed to find a unique way to talk to the people again, a powerful voice to rally the state behind the bank's new mantra 'Let's Do This'. Instead of a spokesman or celebrity, we found the state emblem - The Piping Shrike. So we employed him to South Australia’s chief motivator.

We launched with a rant from Piping Shrike on social media, then released a full page letter in South Australia’s biggest newspaper. This was followed by a full campaign which has cemented the Shrike as Bank SA and South Australia’s main bird to this day.

Here’s how the campaign unfolded.