ASB Bank celebrates a generation of cash clever Kiwi kids in newly launched campaign via True

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Armed with ASB’s Clever Kash digital money box and the knowledge from ASB GetWise financial literacy classes, more than 850,000 Kiwi kids across the country have the money smarts to get them one step ahead – a feat that is heroed in ASB’s latest advertising campaign ‘Cash Clever Kids’, developed by independent creative agency True.


The campaign celebrates ASB’s work as one of the country’s main contributors to financial literacy education.

Cash Clever Kids centres on nine-year-old Hana, who sets up her own company selling ‘dog toy’ sticks for dogs using the knowledge she learnt in the classroom through ASB GetWise. With Clever Kash as her assistant, Hana’s business is a success.

ASB marketing general manager Shane Evans says the campaign is a celebration of the bank’s core purpose of accelerating the financial progress of New Zealanders – at any age: “We know how important it is to establish good savings habits from an early age, which is where our savings assistant Clever Kash and the ASB GetWise programme, which has been running for more than ten years, can play a role.”

Set up in 2010, the ASB GetWise financial literacy programme has seen more than 850,000 primary and intermediate school kids sign up to learn the basics of money and making good financial decisions.

Says Evans: “We’re moving more and more into a world where we’re dealing with money on a screen rather than in our hand, and it’s this shift towards digital which means it’s more important than ever for Kiwi kids to have these essential basic skills and knowledge around money and how to save. We knew this needed to start at school, but we also knew it had to be fun and engaging, which I think we have achieved.”

ASB’s Clever Kash – an elephant-shaped cashless money box – was created in 2015, and more than 65,000 have been distributed across New Zealand to date.

The technology behind the product was recently licensed by Chinese company Tody Finance, in a deal which will see the money boxes made available to the company’s network of more than 40 corporate banks. The deal is expected to be the first of several for the technology.

Says Tim Huse, executive creative director, True: “Seeing ASB’s GetWise programme at work in the classroom is inspiring. But it’s the confidence which these ‘cash clever kids’ then take into the real world that caught our imagination.”

ASB has used the talent and enthusiasm of its GetWise facilitators to inspire kids to think about the power of saving, including one of its longstanding GetWise heroes Vanepale Sopoaga, who features in the campaign, Cash Clever Kids.

By the end of last month, ASB GetWise had visited a total of 1,554 schools nationwide, reaching 863,359 primary and intermediate children.

The campaign will be running through May and June.

For more about the campaign please visit

GM Marketing: Shane Evans
Head of Community, Sponsorship & Events: Mark Graham
Brand Manager: Bianca Osborne
Sponsorship Manager: Shelley Dunmore
Marketing Manager: Aradhna Padayachie
Assistant Brand Manager: Madeline Biddulph-Wall
Head of Corporate Content & Social Media: Simone McCallum
Social Media Specialist: Jasmine Taggart

Agency: True
Chief Creative Officer: Craig Pethybridge
Executive Creative Director: Tim Huse
CEO: Matt Dickinson
Managing Director: Steve Kane
Head of Planning: Janisa Parag
Group Account Director: Sam Parsons
Account Director: Jess Standidge
Senior Account Manager: Jacob Douglas
Creative Group Head: Sarah Chernishov
Creative Group Head: Mike Ramsay
Junior Art Director: Holly Smith
Junior Copywriter: Diana Simumpande
Retoucher: Denny Monk
Agency Producer: Casey King

Production Company: Finch
Director: Abigail Greenwood
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Maria Ines Manchego
1st AD: Noni Roy
Production Manager: Sue Sparks
Art Director: Iain Aitken
Wardrobe Stylist: Kirsty Cameron
Animal Wrangler: Maree Green

Flux Animation
VFX Supervisor: Laban Dickinson
VFX EP: Josh Forsman

Post Production
Editor: Luke Haigh
Grade: Matic Prusnik
Online/Subtitles: Nakatomi – Stu Bedford

Composer: Beatworms – Cam Ballantyne
Sound Engineer: Factory Studios – Adam Isles

Photographer: Match – Troy Goodhall

Lead/Hana: Isobel Benzant
Woman with Dog: Michaela Rooney
Captain Cashtastic: Vanepale Sopoaga