Airwallex takes a wrecking ball to clunky business banking in new campaign via Special

August 25 2025, 9:23 am | BY Ricki Green | No Comments

Airwallex, the Australia-founded leading financial platform for modern businesses, has declared an end to ‘clunky’ business banking, with a new brand campaign developed with independent creative agency Special and with media strategy led by Accenture Song, urging businesses to ditch outdated systems and embrace the Future of Finance.

 

The campaign empowers businesses to challenge the legacy mindset, redefining modern finance while driving greater awareness and understanding of Airwallex’s suite of finance solutions and products.

The launch campaign features six films, each dramatising outdated financial processes and tools by smashing, crushing and destroying them with heavy machinery, from a wrecking ball demolishing a traditional financial institution to a steamroller flattening a payments screen.

Each film closes by showcasing Airwallex’s smarter products. For instance, faster FX transfers, international accounts opened in minutes not months, AI-powered spend management that saves time, and lower-fee payments. All seamlessly connected in an all-in-one platform designed to seamlessly fuel business growth

Andrew Balint, Vice President of Marketing at Airwallex, APAC, says the campaign is designed to cut through category noise and demonstrate to business leaders that they no longer need to settle for outdated systems: “Airwallex isn’t simply redefining finance, we’re reimagining it from the ground up. Our infrastructure and software combine advanced AI smarts with world-class technology to deliver a next-generation global financial operating system.

“With high-yield global accounts, and AI enhanced products, businesses are responding. The proof is in the data: $900 million annualised revenue, $200 billion in transaction volume, and 13,000+ new customers in Q2 2025 alone. This campaign is about bringing that momentum to the world. With Airwallex, the Future of Finance isn’t tomorrow, it’s here today.”

Says Dave Hartmann, Strategy Partner at Special: “We’ve had so much fun building this new partnership with the excellent Airwallex team. From the start, we tasked ourselves with creating work that felt anti-category – bold, distinctive and proudly un-finance.”

The campaign is rolling out across a comprehensive mix of channels to maximise reach and impact. The Future of Finance creative will appear on digital screens (BVOD, SVOD, YouTube, XTrackTV, Qantas In-Flight), social and display platforms (TikTok, Instagram, Facebook, LinkedIn, 9Now, Uber), and high-visibility out-of-home placements in airports, offices and major transit hubs.

Says Sam Geer, Managing Director for Media at Accenture Song ANZ: “Airwallex is rewriting the rules of business finance, and this campaign demanded a media strategy just as bold. The campaign is as creative and cohesive as it gets – by harnessing the full power of digital, social and high-impact, out-of-home advertising mediums, we’re ensuring this message cuts through to businesses everywhere.”




Airwallex Team
Jon Stona – VP Global Marketing
Andrew Balint – VP Marketing APAC
Steven Watson – Head of Brand & Experiences Marketing
Jen Snell – Director, Marketing, ANZ
Matt Jennings – Director, Creative Marketing

Creative agency – Special
Tom Martin – Chief Creative Officer
Julian Schreiber – Chief Creative Officer
Sian Binder – Group Creative Director
Lea Egan – Group Creative Director
Cade Heyde – Global Partner
Lindsey Evans – Partner & CEO
Dave Hartmann – Chief Strategy Officer
Rebecca Ingham – Team Lead
Michelle Braslin – Team Lead
Alicia Aguilera – Business Director
Brynee Roche – Business Director
Tash Johnson – National Head of Production
Alyce Guy – Senior Integrated Producer
Stacey Szabo – Senior Digital Producer

Production – Photoplay
Director – Gustav Bondeson
EP – Oliver Lawrance
Line Producer – Brendan Lee
Local Producer – Linas Pozera
Line Production Co – Grandma
Production Designer: Sigita Simkunaite
DoP – Sara Dehlin
Editor – Simon Ponten
Colourist – Didrik Brathen
Flame Artist + Online – Brad Smith
Music + Sound Design – Sonar Music
Social and Digital Editors – Ollie Knocker, Guss Mallmann, Ray Lau

Media. – Accenture Song
Strategy Lead – Chris Colter
Account Lead – Sam Geer
Trading operations lead – Andrew Murray
Digital operations lead – Damien Healy
Relationship lead – Mel Fein

 

Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.