RaboDirect Laziness campaign

See RaboDirect's "You won't accept laziness here..." press campaign, which also utilises the printed and online mediums creatively.

RaboDirect launches its largest ever campaign to challenge expectations consumers place on their banks and the performance of their savings accounts.

The campaign seeks to reinvigorate complacent consumers by empowering them through renewed interest in their savings, thereby activating lazy money. This concept is clearly illustrated in creative newspaper executions.

For maximum impact, RaboDirect ran a three page spread exaggerating the advertising message of not accepting laziness. The same treatment was also seamlessly applied to online newspapers.

Copy of RaboDirect creative use of newspapers 3-page ad (2m, Acrobat (.pdf) format)
Copy of RaboDirect "Laziness - The Australian" newspaper ad (195k, JPG format)
Copy of RaboDirect "Laziness - Road" newspaper ad (3m, JPG format)
Copy of RaboDirect "Laziness - Confessional" newspaper ad (4m, JPG format)
Copy of RaboDirect "Laziness - Rowing" newspaper ad (3m, JPG format)
Copy of RaboDirect "Laziness - Cow" newspaper ad (2m, JPG format)