SquareOne + Thinkerbell Aotearoa explore what happens when kids don’t learn financial literacy
SquareOne has launched a new campaign with Thinkerbell Aotearoa that delves into what happens when kids don’t learn to manage their money; in a humorous and somewhat terrifying series.
The financial capability app kickstarts your kid’s journey to financial wellbeing and teaches them how money works in the real world. It’s an account, app and debit card for kids, that ‘puts the tools in your hands and the knowledge in theirs so that kids get the financial headstart we wish we had.’
“Teaching the next generation of Kiwi’s to be money-smart is the whole purpose of SquareOne. As a nation, we have horrendous financial habits and we need it to change. SquareOne is such a game changer for families on that journey,” said Jody Cruttenden, Marketing and Growth Lead at SquareOne.
Built on the insight that developing financial capability at an early age is the key to future success, the series of social and BVOD ads, directed by Sam Kristofski through Fish & Clips, act as cautionary tales, imagining scenarios where a Mum is still supporting her adult child.
Adds Cruttenden: “We’re so proud of the work we’ve done with Thinkerbell bringing that message to life. This campaign hits every beat that was critical to us in getting the message heard. It’s funny, it’s relatable, it’s heartwarming, it’s thought-provoking, but most importantly, it’s honest.
“You know you’ve hit a winning partner when every initial concept was on the money (pun intended). The hardest part was deciding which of the amazing threads we wanted to follow. I had complete faith that the team at Thinkerbell could bring this to life and couldn’t be happier with the end result.”
Says Regan Grafton, Chief Creative Tinker at Thinkerbell. “We wanted to strike a balance between entertainment and an important message: teaching kids about money now saves everyone a lot of pain later.
“I was already a regular user of SquareOne before working with them. I was using it with my kids every night and soon the rest of the Thinkerbell parents picked it up with their kids. That’s actually how the relationship kicked off!
“We loved working with the SquareOne team, with their passion for creativity, bravery and love of humour. The whole process from start to finish was such a great experience, with everything falling perfectly into place.”
Creative agency: Thinkerbell Aotearoa
Head Thinker/Producer: Lindsay Paton
Head Tinker: Kent Briggs
Chief Creative Tinker: Regan Grafton
Chief Brand Thinker: Amy Frengley
Client: SquareOne
Marketing and Growth Lead: Jody Cruttenden
Co-founders: Jamie Jermain and Jovan Pavlicevic
Creative Director: Sasha Fowler
Marketing Executive: Felicity Jones
Production: Fish & Clips
Executive Producer: Samantha Attenborough
Director: Sam Kristofski
Producer: Rachael Blampied
Composers: Timon Martin & Luke Benge
Mix & Master: David Liversidge, Radiate Studios