Afterpay champions financially savvy Aussies in new ‘Own It’ brand campaign via 72andSunny

Leading buy-now-pay-later (BNPL) platform Afterpay has unveiled the second phase of its latest brand campaign ‘Own It’. This bold brand platform is designed to celebrate and empower a new generation of financially savvy Australians who are redefining modern payment solutions.

In collaboration with creative agency 72andSunny, the ‘Own It’ brand film, directed by Matilda Finn through Rabbit, takes centre stage following a confident protagonist through a reimagined Afterpay purchase moment. This hyper-stylised narrative showcases Afterpay users as informed, proud, savvy consumers, challenging outdated perceptions of BNPL users.

Afterpay’s VP Marketing, International Markets, Joel Moran, emphasises, “Our ‘Own It’ campaign is not just about making a statement, it’s about reshaping the narrative. A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead, and this is what we wanted to highlight. Afterpay is a smart, modern way to pay that empowers users to make confident spending choices. By playing the system, now our customers aren’t the ones being played.”

The campaign is being rolled out across a comprehensive mix of channels to ensure maximum reach and engagement. The brand film is already live on television and digital platforms such as Meta, TikTok, YouTube, and Snapchat, as well as BVOD. An additional push through out-of-home (OOH) is scheduled for March ensuring the ‘Own It’ message resonates throughout the year.

More than just a marketing initiative, the ‘Own It’ campaign is a movement that highlights the empowerment Afterpay provides its users. By offering extended payment windows and a modern alternative to traditional credit, Afterpay allows customers to enjoy the things they love while managing their spending effectively.

“Our goal is to champion those who are ‘in the know’ and to inspire more Australians to take control of their spending,” adds Moran. “We invite everyone to join us in celebrating this new era of financial empowerment.”

Afterpay Team
Head of Creative at Cash App + Afterpay: Luke Martin
Creative Director: Chris Larcombe
Creative Director: Marissa Shirbin
Creative Director: Claire Simon
Creative Director: Ben Smith
Creative Director: Matt Dunn
International VP Marketing: Joel Moran
International Culture & Partnerships Lead: Evan Hill Porteus
International Brand & Integrated Marketing Manager: Bianca Balliro
Marketing Strategy, Media & Innovations Lead: Moola Sisaudia
Media Manager: William Andrews
Creative Operations: Sheena Demby
Creative Operations: Christopher Michaels

Agency: 72andSunny
Production company: Rabbit
Director: Matilda Finn
Founder / EP: Lucas Jenner
MD / EP: Alex Hay
Producer / EP: Marcus Butler
Line Producer: Martha Mcguirk
Service Production: B2Y
DOP: Konrad Losch
Sound Post: MassiveMusic
Post Production: Alt VFX
Music: “Power” by JessB (feat. Sister Nancy & Sampa the Great)
Music Supervision: Dan Gibson – Good Time Mgm