Turning Small Businesses into Big Stories
Commonwealth Bank set out to show its support for small businesses across Australia through a campaign that was both practical and human. The “Better Business Booster” called on small businesses to share their challenges and opportunities via a new social campaign platform and a dedicated microsite. With more than 1,200 entries pouring in, five state finalists were chosen to travel to Sydney and meet with industry leaders for guidance, exposure, and the chance to win a business boost cash prize.
Making the Stories the Campaign
I've lead the campaign around content that felt personal, authentic, and shareable. We knew that small businesses don’t just need financial backing — they need their stories to be heard. So instead of relying on static posts or ads, we made the production of mini-documentaries for each finalist the centrepiece of the campaign.
Working in close partnership with filmmaker Simon Dickenberg, we captured the essence of each finalist’s business through film. From flower shops and boat builders to vets and consultancies, the films let audiences see the people behind the business and why they deserved a boost. These weren’t just profiles — they were mini narratives designed for social sharing and for audiences to rally behind.
Storytelling that Builds Trust
By making film and content creation the centre of the campaign, Commonwealth Bank moved beyond a simple competition. The Better Business Booster became a celebration of real people and real stories, while generating tangible leads, engagement, and goodwill. For me, it was proof that when crafted carefully, branded content can balance authenticity with measurable business outcomes.
My Role Behind the Lens
I led scriptwriting, creative and art direction, and worked alongside editors to deliver the campaign’s film ecosystem. This included:
• Developing scripts that balanced storytelling with brand objectives
• Directing creative capture on location with Simon and the production team
• Supervising edits for different outputs — campaign promos, finalist documentaries, results films, and teaser content
• Ensuring adaptations worked seamlessly across formats (vertical, horizontal, long-form and short-form)
• Collaborating on the final video case study that documented the campaign’s full journey
My role extended from pre-production planning through to post-production polish, ensuring consistency of tone and quality across every piece of content.
Real Stories, Real Results
The films became the heartbeat of the “Better Business Booster” competition, powering both the microsite and the Instagram page. They gave audiences a reason to watch, vote, and share. The results speak for themselves:
• 1,235 entries from small businesses nationwide
• 6,357 votes cast across the competition
• 21,653 new Instagram followers
• 47% share rate on finalist content
• 69% positive sentiment across social channels
• 1,016 new leads generated for the bank
• Campaign reached 4.3 million people
• Average 3:11 minutes time on page, showing high engagemen
Celebrating the Winner
The campaign concluded with Brandon Collins, a vet fromWA, being named the overall winner, receiving the prize, a year of business coaching, and a full business profile on Commonwealth Bank’s platform. His story, like the others, resonated with other Australians, and came to life through the mini-documentary — giving audiences an emotional connection to the outcome.
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Client: Commonwealth Bank Australia
Agency: Imagination
Creative & Content Lead: Berto Macario
Filmmaker: Simon Dickenberg
Agency: Imagination
Creative & Content Lead: Berto Macario
Filmmaker: Simon Dickenberg
