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‘The great Australian dream’ is one big myth. Because there’s no one dream.

Every dream is worth chasing.

To help CommBank relaunch their brand, we created a bold new platform: Doubt Never Did. A rallying cry to shake off self-doubt and chase your own version of the Australian dream, whatever that may be.

The campaign kicked off by seeding doubt, literally, across 200+ high-impact sites nationwide. Massive OOH placements with one word: DOUBT.

Some were defaced. Tagged. Ripped down. Which suited us just fine. Because one week later, those same sites flipped to reveal the full message: Doubt Never Did.

Each OOH placement linked to powerful true stories of overcoming doubt. Like Matildas superstar Mary Fowler, recovering from an ACL injury. Shaun Christie David, who left a banking job to open a restaurant with no hospitality experience. And Zoe Karatzovalis, a part-time dancer turned founder of her own all-abilities performing arts studio.

We launched a brand film directed by the brilliant Yianni Warnock (MOFA). Iconic Aussie rock band Wolfmother got involved — covering Bon Jovi’s It’s My Life for the soundtrack.

It’s all about giving doubt the bird — and chasing whatever dream you want. Not the dream we were all told to chase.