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Bank of Queensland has unveiled The Ultimate Queenslander, a TikTok-first campaign created by social agency Kill Boring Dead. Designed to celebrate Queensland identity, the series uses humour, local conversations and authentic voices to connect with young audiences, reinforcing BOQ’s ambition to be the “Bank of Queenslanders” through culturally relevant storytelling.

Bank of Queensland (BOQ) has partnered with social-first creative agency Kill Boring Dead (KBD) to launch The Ultimate Queenslander, a bold campaign celebrating the quirks and character of Queensland life. Built as a TikTok-first content series, the initiative aims to connect with younger audiences through humour, cultural references and conversations that feel more like group chats than traditional advertising.

The campaign spans three pillars — Money Talks, A True Queenslander and Timely Issues — with monthly vox pop-style videos rolling out across TikTok. Each piece leans into the realities and language of modern Queensland, from everyday money conversations to debates only locals would understand. To kick things off, KBD staged a tongue-in-cheek casting call to find authentic hosts, deliberately avoiding polished influencers in favour of what the agency calls “main character energy from actual Queenslanders.”

Marcus Willis, Founder and CEO of KBD, said the campaign was designed to feel unmistakably Queensland. “Other corporations talk to young Australians. BOQ wanted to talk with young Queenslanders in a voice they recognise, on the platforms they actually live on, about the small, specific, often very funny things that only make sense if you grew up there,” he explained. “It’s a brave, simple idea that backs local identity over corporate polish.”

Chris Wilson, Group Social Media Manager at BOQ, emphasised the importance of authenticity. “We wanted to create social content that Queenslanders would genuinely want to watch, share and be part of, rather than content that felt like advertising interrupting their feed. KBD immediately understood that cultural relevance was going to matter more than polished brand messaging,” he said.

The campaign is part of BOQ’s broader ambition to reinforce its identity as the “Bank of Queenslanders.” By embracing local humour and authentic voices, the series positions BOQ as a brand genuinely connected to the communities it serves. The initial phase launched in June, with content amplified via paid social and performance reporting delivered by Performics, marking the start of a rolling programme designed to embed BOQ more deeply into Queensland’s cultural fabric.