ASB makes your everyday easier in Ben and Amy’s next adventure via WiTH Collective at dentsu


After introducing their successful new brand positioning in March, followed by their love story and getting into their first home, ASB have launched their next instalment of the Ben and Amy story just in time for a Kiwi summer. The couple’s next adventure kicked off last week with a tiki tour around New Zealand, made easier by ASB’s every banking products and experiences.


The new campaign out of WiTH Collective sees Ben and Amy using the range of ASB experiences such as Visa Debit, payWave, FitBit Pay, Card Control and Save the Change all done in the quintessential kiwi humour we have come to expect from the loveable couple.

Says Vanessa Morris, head of consumer marketing, Vanessa Morris, ASB: “As we continue to roll out our brand strategy it’s exciting to be at the stage where we can tell our everyday banking story through the eyes of Ben and Amy. As a bank we’re proud of the great tools and experience we can offer our customers, like Save the Change and Card Control, which we know will help them get one step ahead and make their daily lives a little easier. WiTH Collective have done a great job again, bringing these experiences to life with some fun and good storytelling.”

Says Clair Beatson, general manager of strategy at dentsu: “Everyday banking products can be hard to make interesting. It’s easy to end up in ‘swipe through life’ territory. So, we looked to our current cultural context and the economic environment in New Zealand to inform our strategy for this campaign. So we used these insights to build a storytelling campaign that allows us to use our beautiful country as the context for Ben and Amy’s next adventure – one that is made much easier with ASB’s innovative banking tools that help get you get creative with both your spending and your saving.”

Says Jack Delmonte and Hadleigh Sinclair, creative directors, WiTH Collective at dentsu: “With the rest of the world shutting up shop, we wanted to use Ben and Amy to encourage Kiwis to check out their backyard and spend some dollars locally. The work almost wrote itself as the team reminisced over epic summer roadies, cards going for swims, compulsory ice cream stops, territorial goats and of course trekking up a hill to get some reception. See you at R&V.”

The campaign launched in all above the line channels and throughout social on Sunday 1 November and will see all of the proof points roll out over the summer period.

Shane Evans – Practice Lead, Brand & Marketing
Sumi King – Head of Brand
Vanessa Morris – Head of Consumer Marketing
Allie Buczkowski – Campaign Manager, Everyday Banking
Bianca Osborne – Brand Manager
Jess Standidge – Campaign Manager, Brand
Simone Mccallum – HO Corp Content & Soc Media

WiTH Collective
John Marshall – General Manager
Claire Beatson – Head of Strategy
Jolene D’Souza – Strategist
Jack Delmonte – Creative Director/Art Director
Hadleigh Sinclair – Creative Director/Copywriter
Matt Woods – Senior Copywriter
Chelsea Sietses – Senior Art Director
Tracey Potter – Group Account Director
Hannah Russell – Account Executive
Tim Costar – Senior Content Producer
Steve Nute – Design Lead
Carl Dixon – Senior Designer
Shevonee Muthiah – Junior Designer

Jono Sorensen – Agency Director
Hugo Winter – Group Business Director
Gemma French – Business Director
Tasman Bradley – Business Manager
Amy Greene – Media Strategist
Andrew Bittle – Investment Director
Meg Thomason – Investment Manager

Production Company
Alex Roberts – Director
Corey Esse – Executive Producer / MD
Bex Kelly – Executive Producer
Sarah Cook – Producer
Marty Williams – DP
Jon Lithgow – Production Design
Tim Mauger – Editor
Pete Ritchie – Colorist
Atticus – Post Production
Franklin Rd Post – Sound Design
Catch Casting – Casting

Kurt Lowry – Business Manager
Olivia Graham – Programmatic Buyer
Oliver Burton – Account Coordinator

Search Republic
Larysa Sydorczak – Performance Marketer
Karl Rooney – PPC Manager