Works / Campaigns
GCB Bank For Lifers
A 360° brand transformation campaign repositioning GCB as a more relevant, preferred bank while driving deposits and commercial growth.
Brief Summary
The brief was to build on GCB’s trust, heritage, and nationwide presence while creating stronger relevance with today’s customers. The campaign platform, “For Lifers,” positioned GCB as a bank that supports customers through every stage of life.Strategic Approach
I led the brainstorm and creative response, shaping the “For Lifers” platform and how it connected to GCB’s strategic and commercial objectives. I also developed the deposit mobilisation flow, targets, and campaign rollout structure.
Execution
I led the development of the full proposal and presentation. My work covered copywriting, key visuals, TV and radio scripts, storyboards, social media, print and billboard adaptations, influencer strategy, campaign mockups, and For Lifers event and ticketing branding. I also brought the campaign elements together into the final project schedule and presentation.
Impact
The work brought the strategic, creative, commercial, and executional elements together into one integrated campaign response for GCB’s senior decision-makers.
