Melbourne social-first agency Kill Boring Dead (KBD) has launched its first campaign for Bank of Queensland (BOQ), a TikTok-first content series called “The Ultimate Queenslander” designed to reach young Queenslanders through localized humor and vox pop-style videos.

The series runs across three content pillars, “Money Talks,” “A True Queenslander” and “Timely Issues,” with monthly videos rolling out on TikTok. The initial phase launched in June, with paid social amplification and performance reporting handled by Performics.

Rather than casting professional influencers or celebrity talent, KBD opened a public casting call to find what the agency described as hosts with “main character energy from actual Queenslanders.” The approach lines up with founder Marcus Willis’s stated philosophy for the agency, which builds creator and influencer talent into campaigns from the outset rather than adding them after a creative concept is set. “We don’t see influencer as a creative budget line or a media budget line. It’s both,” Willis said in an interview with Net Influencer earlier this year.

BOQ Group Social Media Manager Chris Wilson said the campaign marks a shift in how the bank engages 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. Wilson added that KBD “immediately understood that authenticity and cultural relevance were going to matter more than polished brand messaging.”

Willis framed the work as a departure from conventional corporate tone. “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 said.

The campaign supports BOQ’s broader positioning as the “Bank of Queenslanders” and follows Willis’s public rejection of what he has called safe, consensus-driven marketing. In the same earlier interview, he argued that an underperforming approach carries a higher cost than doing nothing at all, a thesis he said shapes KBD’s client selection and creative process across its roster, which also includes Red Rooster, Cathay Pacific, and Advil.

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