Kill Boring Dead and BOQ Launch The Ultimate Queenslander in Social-first Campaign

Social-first creative agency Kill Boring Dead has launched its first campaign for Bank of Queensland, celebrating Queenslander identity with a bold, locally inspired creative platform

The campaign, The Ultimate Queenslander, is a TikTok-first content series built to connect with young Queenslanders via localised humour, culturally relevant conversations and the kind of social content that feels more group chat than brand campaign.

The content series spans three key pillars: Money Talks, A True Queenslander, and Timely Issues, with monthly vox pop-style videos rolling out across TikTok.

Created to support BOQ’s broader ambition to be the bank Queenslanders choose, the campaign leans into the realities, language and quirks of modern Queensland life, from debates only locals will understand to everyday money conversations.

Kicking off the campaign was a quest to find the quintessential Queenslander a deliberately tongue-in-cheek public casting call, designed to find authentic local hosts to front the Ultimate Queenslander content series. Looking beyond professional influencers and celebrity talent, the campaign instead embraces what KBD describes as “main character energy from actual Queenslanders.”

Marcus Willis, Founder and CEO of Kill Boring Dead, said the campaign was designed to feel unmistakably Queensland.

Willis said:

“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.

“This is exactly the kind of work that KBD’s team gets out of bed for. It’s a brave, simple idea that backs local identity over corporate polish, shows the power of connecting with people in a way that’s genuine, familiar and true to who they are,”

he explained.

BOQ Group Social Media Manager, Chris Wilson, said the campaign represented a new approach for the Bank to engage younger audiences.

“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,”

he said.

“KBD immediately understood that authenticity and cultural relevance were going to matter more than polished brand messaging.

The Ultimate Queenslander series gives us a platform to show up in a way that feels local, entertaining and genuinely connected to the communities we serve.”

The Ultimate Queenslander is a dedicated social initiative, designed to support and reinforce BOQ’s identity as the “Bank of Queenslanders.”

The initial phase of the campaign launched in June as part of a rolling content series, with content amplified via paid social and performance reporting delivered by Performics.

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CREDITS

Bank of Queensland

Chris Wilson — Social Media Manager

Genevieve Brown — Brand, Social & Content Lead

Phoebe Duke — Senior Manager - Group Brand, Social & Sponsorships

Kill Boring Dead

Marcus Willis — Director & Co-Founder

Jackson Springer — Head of Brand & Co-Founder

Shanice Leung — Experience Lead

Rosie Brown — Head of Strategy

Ainslee Baruhas— Head of Client Partnerships

Rav Bouckaert — Integrated Producer

Michaela Caione & Caitlin Adams — Account Director

Jess Jones — Senior Account Manager

Joey Do — Content Producer

Veronica Chiongbian — Social Media Executive

JM - Media Manager