Colonial First State motivates Australians to unleash their second half with pro investment products in new campaign via It’s Friday


CFS has launched a new retail campaign with agency It’s Friday.


A lot of Australians want to do more with their second half, but they don’t think they can access the investment choices they need to unleash and make it happen.

But CFS is about to boldly break that perception.

Whether they’re saving, investing, or planning their retirement, CFS offers every Australian a large choice of investment products that many think are normally only accessible to a select few.

Raising awareness of these ‘pro-grade’ product choices, and the amazing returns they can generate, is the subject of a the new campaign.

The campaign launches with four films, each focussed on someone with a specific financial investment ambition. Seemingly resigned to limited options, they are challenged by an enthusiastic, motivational figure, who grandly reveals the CFS pro-grade choice that could fulfill their investment ambitions. Suddenly, they see that they can take control of their finances and choose an investment option that aligns with their financial goals and values.

Says Josh Grace, chief customer officer at CFS: “It’s time to break the perception that only a select few can access the world’s best investment managers. CFS want Australians to know that they don’t have to be held back. No matter their life stage or goals, we have pro-grade investment choices that will open their eyes to bigger and better ways to unleash the potential of their money.”

Says Pete Bosilkovski, CEO of It’s Friday: “Surprisingly many Aussies have a passive relationship with their finances. It’s often left in the too hard basket or has a misconnection that you can’t get access to the best products that can make your money work harder for you. Yet, most Aussies want to unleash boldly in their second half but fall short on making it happen.

“Sometimes all people need is a little encouragement and motivation to stir something deep inside them and see the light. That’s the genius thing about this campaign. Earlier this year, we reframed retirement inspiring Aussies to unleash their second half. Now, we inspire Aussies on how they can make it happen with pro-grade product choices in investment, superannuation, and retirement that CFS FirstChoice has to offer them.”

Says Vince Lagana, chief creative officer of It’s Friday: “Retail investment messages are often quite straight and bland. But CFS’s pro-grade choices aren’t ordinary choices. They deserve a grand introduction that excites people. While also serving to remind them that CFS isn’t just there for retirement planning. It’s for every life stage and every investor who wants to thrive.”

Launching during the World Cup, the campaign will roll out across broadcast, digital, social and CFS’s owned channels.

Client: Colonial First State.
Creative Agency: It’s Friday
Media Agency: Speed
Director: Al Morrow
Production Company: Rabbit
Edit: The Editors – Laurence van Camp
Sound: Squeak E Clean Studios
Colourist: Ben Eagleton