Commonwealth Bank of Australia 

In 2009, Australian banks were regarded with the same disdain as Wall Street financial institutions here in the States. Commonwealth Bank, Australia’s largest, drew the most ire. CBA went on a mission to lower its fees and get customer service in order. The goal of the advertising was to signal change and give the bank a friendlier face. The campaign effort changed perception and within two years, CBA was awarded, "Bank of the Year."