Specialist lender RedZed champions the self-employed in new campaign via The Incubator

Specialist lender RedZed has unveiled its largest-ever brand campaign brought to life by creative agency The Incubator, marking a bold new chapter in its mission to champion Australia’s self-employed.

 

The fully integrated campaign will roll out nationally across television, radio, digital, and out-of-home, reaching millions of Australians.

Built around the idea of being a “one trick pony”, the campaign highlights RedZed’s focus on a single audience: the self-employee with its slogan; “One Trick. Great Trick Though”.

While big banks often struggle with non-standard income, RedZed has built its entire business model around understanding the realities of self-employed life, from cash flow quirks to complex structures.

The campaign creative introduces everyday Australians – from an electrician to a dog groomer – alongside recognisable faces from the Melbourne Storm, celebrating the breadth and resilience of the self-employed sector.

The star of the campaign, Dougie the pony, symbolises RedZed’s sharp focus and mastery in one area, lending for the self-employed.

RedZed’s Chief Sales and Marketing Officer, Nataline Irvine, says while the campaign is fun, the business is serious about its support for self-employed Australians: “Our customers are the backbone of the economy, but too often they’re overlooked or misunderstood by traditional lenders. At RedZed, we exist for the self-employed. It’s all we do, and we do it well. This campaign is a bold expression of that promise. We’re proud to back those who back themselves.”

Creative Director at The Incubator, Kyran Docker, said the campaign needed the same energy as RedZed displays: “Specialisation isn’t a weakness, it’s power. RedZed owns their lane, and we wanted the campaign to carry that same confidence. It’s unapologetic and a bit unexpected.

“RedZed has been brave enough to back the self-employed when others won’t. This campaign was about celebrating that gutsy stance, and doing it with a wink.”

“RedZed is not scared to be different. The whole idea of ‘one trick’ is a way of saying, we don’t need to be everything. We just need to be great at the one thing that matters, backing the self-employed.”

Founded in 2006, RedZed has grown to become one of Australia’s leading specialist lenders, dedicated exclusively to self-employed borrowers. Its strong brand presence extends beyond finance, with major sponsorships including NRL team, Melbourne Storm.

RedZed Lending Solutions
Natalie Irvine – Chief Sales & Marketing Officer
Angelo Klidomitis – General Manager Marketing & CX
Leanne Seymour – Head of CX & Partnerships
Hannah Wilson – Graphic Designer
Celia Murray – Senior Content and Communications Manager

Agency – The Incubator
Managing Director – Jeremy Walsh
Creative Director – Kyran Docker
Account Manager – Fia Rose
Copywriters – Kyran Docker, Sophie Hanlon
Designers – Sean Brisbane, James Macrae

Media – Loop Media
Managing Director – Andrew Catchlove

Production – Jarrod Barnes Photography
Director / Photographer – Jarrod Barnes
Director / DoP – Jon Webb
Producer – Clare Toomey

Talent
Harry Grant – Melbourne Storm
Jahrome Hughes – Melbourne Storm
Cameron Munster – Melbourne Storm
Pony Talent – Dougie
VO Artist – Ben Knight