Bank of Queensland (BOQ) has launched a new brand platform, 'The Human Kind of Bank', to mark its 150th anniversary.

This is the first integrated brand campaign from BOQ in seven years, with a focus on its people, customers, and community. Approximately 85% of BOQ branches are Owner-Managed, with an average tenure of over 15 years. The campaign utilises real-life stories to highlight BOQ's customer service approach.

The campaign was created by BOQ Group’s 'The Inside Job' creative agency with the help of production company, Taxi Film Production.

"Leveraging BOQ’s strong Owner-Manager proposition, the brand was inspired to use almost unbelievably true stories to demonstrate how far BOQ goes for its customers, and how this defines us as ‘The Human Kind of Bank’. The campaign also encapsulates community and human connections – something that sets BOQ apart," said BOQ Group’s Chief Customer Officer, Mark Hunter.

The campaign will run in Queensland and Northern New South Wales from 28 January to 31 August across multiple channels including TV, OOH, radio, YouTube, catch-up TV, cinema, Spotify, digital display, and social media.

"By concentrating the campaign in Queensland, we’re doubling down on our commitment to Queenslanders to remind them that we’re a born and bred business that’s been committed to the community for 150 years," added Hunter.