ANZ encourages Australians to become ‘Financial Wellbeings’ in new brand campaign via Special
ANZ has today launched its new brand platform, encouraging all Australians to become ‘Financial Wellbeings’ via Special.
The new integrated campaign humanises financial wellbeing by profiling a series of everyday Australians who have a passion for savings – called ‘Financial Wellbeings’.
By dramatising the positive feelings associated with making smart money decisions, the campaign makes becoming a better ‘Financial Wellbeing’ something that feels attainable and desirable, regardless of our current attitude or behaviours towards money.
This campaign also signals the start of a more consistent approach to advertising for the brand, through the introduction of the brand character ‘Pete’.
Says Sweta Mehra, chief marketing officer at ANZ: “Our new brand platform brings to life ANZ’s commitment to improving the financial wellbeing of our people, customers and communities – by helping them make the most of their money throughout their lives. Special has created a campaign that lets us have a direct conversation about the desire to be better with your money, but still keep it light, human and relatable.”
Says Rebecca Stambanis, strategy partner at Special: “It’s fair to say that making good financial decisions is not something we revere culturally. In truth, we often portray it as a nerdy or boring endeavour. But we all know a friend who is savvy when it comes to their money habits – no matter how much they have or make – and we want to know all their tricks.
“This campaign is about championing those behaviours and making it something that feels attainable and desirable for all of us. We also believed this was a great opportunity to bring back ANZ’s more playful tone of voice, which is so different from the rest of the Big Four.”
The campaign encourages people to improve their own financial habits by visiting the ANZ Financial Wellbeing Hub – https://www.anz.com.au/personal/financial-wellbeing/
Client: ANZ
CMO: Sweta Mehra
Head of Brand Strategy & Marketing: Kjetil Undhjem
Brand Strategy & Marketing – Chapter Lead: Emma Bullen
Brand Strategy & Marketing – Campaign Lead: Hayley Smith
Brand Strategy & Marketing – Brand Expert: Nikki McLaren
Brand Strategy & Marketing – Brand Expert: Robert Bonomy
Brand Strategy & Marketing – Production Lead: Sally Humphris
Creative Agency: Special Group Australia
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & Partners: Julian Schreiber & Tom Martin
Strategy Partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Creative Directors: Nils Eberhardt, Simon Gibson, Matt McCarron
Designer: Keir Vaughan
General Manager: Paige Prettyman
Team Lead: Ollie May
Business Manager: Ella Papilion
Head of Production/ EP: Sevda Cemo
Senior Producer: Alyce Guy
Stills Producer: Glen Mcleod
Production Coordinator/Social Producer: Fiona Dunn
Production Company: FINCH
Director: The Bobbsey Twins
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Alexandra Taussig
Director of Photography: Jeremy Rouse
Post Production House: The Editors
Offline Editor: Jack Hutchings
Colourist: Matt Fezz
Online Editor: Stuart Cadzow
Social:
Director / Cinematographer: Richard Maxton
Camera Operator: Simon Knox
Music:
Track Title – Fortitude
Composer – Lance Winnor Conrad
Sound: Cameron Milne, Liam Annert, Rumble Studios
Stills:
Photographer: Andreas Smetana
Production Company: Flint
Retouching: Cream Studios
Media agency: PHD
Group Business Director: Jordan Smith
Business Director: Lizzy O’Connor
Planning Directors: Natalie O’Hanlon, Georgina Debenham
Strategy Director: Brendan Dodd
Investment Director: Kaitlin Despott
Digital Manager: Anastassia Choutova
Activations Manager: Jason Cheung
Investment Manager: Kim Stockdale
Account Executives: Brandon Rice, Isabelle Barton
PR agency: Thrive PR
Managing Director: Leilani Abels
APAC General Manager: Kelly Stambanis
Group Account Directors: Zoe Walsh and Victoria Fruean
35 Comments
It’s the barefoot investor, with shoes.
Can’t see em in the print ads. Keeping us guessing…
Genuine LOL
I like it when bankers make jokes about my money management skills.
I got second hand embarrassment watching this
At least it’s better than the cringe TBWA stuff. The old work they had during the tennis made me change channel.
Not great.
Nice to see a bank talk about actual money and not just fluff like help or potential.
I think it’ll cut through against the old school bank ads from the other four.
And nice production. Well done to all involved.
I like that this actually talks about money. I’m so over banks talking about fluff like help, potential or that it’s about more than money. It really isn’t.
Amazing how so many comments all say the same thing, looks like Special sent out its minions to do some astroturfing on a dud campaign
A few big lols from me. Also, how good is that line?!
Watched a few times! Love the drama
Onya Kinglsey – Great work
It’s a well executed manifesto with some humour and a recycled line from The Monkey’s “Blackmores. Be a Well Being”.
Since when did Special do Manifesto’s or repurpose other brand’s lines?
That Thrive insist on individual credits!
why is that funny? they worked on the project no? take your beef elsewhere moo cow
Spot on.
slaps hard
The whole idea just feels familiar. It’s tired. It’s trying to be a beer ad. And what’s with the big brand trying to get down to people’s level? Using statements like “you’re one of us”. The audience know you’re not, so stop the bulls*t. It just makes them dislike you more. The same with using down to earth words like “stuff”. And those posters. Showing people with their chests out like superheroes. Ugh, I’m sick of seeing this execution. Stop it.
Make your staff look like idiots?
Well played, Special. Fresh. Fun. Distinctive… great job!
Not horrible. But not anything that will get attention either. An empty promise that lacks any reason to believe.
Do you have to be over 55 to get to shoot in this retro 2003 photographic style ?
Isn’t it a bit close the to the position Monkeys created for Blackmores? Be a well being.
Funny and better than any brand work ANZ gave done since the glory days of M&C.
Is Blackmores about Financial Wellbeings?
The line is a clunkier version of ‘Be a well being’
Should’ve been killed internally, but then who knows how desperate they were by that stage..
…And really didn’t expect to. Nice work, Special Group. I dig it!
57.
57 people.
What a bank trying to help. What a joke. Investment in you stocks.
Special sells out their creativity for a boat load of cash.
The final nail in the ANZ brand coffin has been laid. It all started with the terrible Simon Baker work, and one would have thought a new agency would resurrect the brand. Unfortunately not. This is hard to watch.
Not an ANZ customer but love the ad, Pete is a hotty!