Bank of Melbourne is letting Victorians know that if ‘you have the will, we have the way’, launching a refreshed brand positioning and campaign.

The integrated campaign is underpinned by the bank’s focus on helping customers find a way forward, and demonstrates the bank’s purpose: to help progress the people, businesses and communities of Victoria.

The campaign launches with a rags to riches story of a sassy penguin from St. Kilda who has the will to go her own way and take on the city.