Plenti encourages Aussies to destroy their dreams in new campaign via Howatson+Company
Fintech lender Plenti has partnered with Howatson+Company to launch Destroy Your Dreams, a new campaign that aims to inspire Australians to stop putting their big ideas on hold and instead make them real.
Destroy Your Dreams nods to the fact that more Australians than ever are using ‘inspiration boards’ on social media sites including Pinterest and Instagram, to plan their dreams. From home renovations and green upgrades to weddings and cars, many of these dreams have remained just that, living inside boards and not brought to life.
Says Daniel Foggo, CEO, Plenti: “We’re excited to be launching a major brand campaign and customer competition that highlights how Plenti can help people achieve their dreams. Since our founding, Plenti has grown to become Australia’s largest consumer fintech lender – and our new campaign is reflective of the Plenti brand, and who we are as a business. It highlights just how exciting it is to bring people’s big ideas to life as we continue to build Australia’s best lender.”
Says Samantha Saunders, head of marketing, Plenti: “Plenti is the biggest fintech lender in the country: we were founded seven years ago and we’re an established business, but our brand is young and still relatively new to the consumer marketplace. We needed a cut-through brand campaign that would resonate with our affluent customer base. As a modern lender, with modern customers, we were prepared to take risks with the creative, so long as the work reflected who we are and where we’re going.”
Says Gavin Chimes, ECD, Howatson+Company: “We all have that Pinterest board that’s gathering digital dust. A dream reno, the perfect wedding. This campaign is about shaking people out of their complacency and inspiring them to take action. And by creating it, we got to fulfill one of our very own dreams, blowing stuff up in an ad.”
This is the first work Howatson+Company has launched for Plenti, since coming on board in June. In addition to the hero film, Plenti has released a suite of product films, social assets and are facilitating a Destroy Your Dreams consumer promo.
Client: Plenti
Agency: Howatson+Company
Production Company: Scoundrel
Director: James Dive
Exec Producer: Adrian Shapiro
Producer: Julianne Shelton
DOP: Ross Giardina
Prod Designer: Sam Lukins
Editor: Dan Lee
Post Prod: ARC
Music & Sound: Rumble Studios
35 Comments
Simple, engaging, smart – love everything about this.
I like it.
That did not need 45 seconds to convey.
There’s an okay 15-sec in there. No need for an indulgent 45.
Colour like no other.
https://www.youtube.com/watch?v=wwO-wo892pI
Why go to the bother of creating some ok visuals, then to have supers with a poor drop shadow and then the brand name without one come up. Where’s the craft?
Not sure if I prefered it the first time Sony did it, or the second.
Come on guys, its 2021, originality is like, sooo not a thing anymore. Like if a white male can identify as a black female horse, why can’t a creative identify as a copycat? Jeez you are so boomer people! Us copycat creatives will rise up against your comments and misogyny for calling us out!
Very cool
Looks awesome. Well done
Don’t let your dreams be dreams
Loved the visuals. But it really wasn’t that clear what was being blown up. Really pretty though.
Nice idea but what’s going on with supers…?
https://www.youtube.com/watch?v=BbtarbFLWEQ
How is this ad ‘shaking people out of their complacency and inspiring them to take action’?
You’re blowing up mobile phones. That’s it.
Where’s the inspiration or the solution?
why is there ugly drop shadow on the text?
Bravia
Howatson seems to be following the path of CHEP. Making work for people on advertising juries not consumers. The creatives want to be remembered for the awards they won (spoiler: nobody cares) instead of the work they made. Nobody will remember this as a piece of work.
Is it just me, or do the phones look like headstones?
I wanted to like this. But there’s a certain amount of common-sense needed to know the type of people who need pay-day loans are not going to understand this at all.
I really want to like “destroy your dreams” but it just ultimately comes across as negative even after you understand the idea
too dramatic for its own good. and, destroy is a shit word.
This just feels so derivative.
And like a lot of the working coming out of this agency, it’s trying so so hard to be liked, but missing the mark.
They are quickly becoming a slightly more polished thinkerbell.
I’m with @Line and @Grandiose Rubbish… It looks pretty spectacular, but the line is just not right. Ignite Your Dreams? Explode Your Dreams? At least something that means to make them bigger, rather than ‘destroying’ them. The loan doesnt allow you to destroy them, it allows you to create them… I get what the aim was, in an AFL ‘Never’ kind of way… but it just doesn’t work or make sense.There’s no redemption, just destruction.
if a dream is something you want, by destroying it, the assumption is you no longer want it. So if you no longer want it, why would you suddenly want to make it real? seems like they had a cool visual idea, lets blow up phones with coloured powder explosions. now lets fit a tagline to that, and hope it makes sense
They had a cool visual idea that they stole from a world famous commercial. The part they added, the line, they fucked up.
This will make zero sense to the majority of Australians.
I love the insight, but I think the execution will get lost on people outside of advertising. Unless they know the visuals are pintrest/collections it might be confusing.
Would have worked better if it was ‘Destroy Your Contract’
Smashing dreams
When the product is a ‘me too’ average product with no differentiation, you have to do something bland..
Unfortunately, the agency doesn’t seem to understand behavioural psychology, system 1 or the power of words and has created a negative ad that will most likely be ignored rather than confuse people.
The problem for the client is they haven’t advertised at this level before, so it will all look like upside, the problem as always will be opportunity cost, what would something else done for them.
Sony Bravia – Bouncy Balls>Schweppes – Water Bombs>A Thousand Others>Whatever this is
Encouraging Australians to make unsound financial decisions so the wealthy can get some highly sought after yield in this low interest environment.
Seems legit.
“Destroy” is the completely wrong term when so many could have been interchanged.
The ad is also too abstract for that key “I get it” takeaway. What is Plenti/what do you want me to remember is completely lost in a sea of exploding colours.
Beautiful.