The Work 2024 Contenders: ABEL

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is ABEL’s Top Contender…

SBS Bank: Kiwi Dream Conservation
SBS Bank pushes to conserve the Kiwi Dream, elevating First Home Buyers to endangered status.

With massive budgets, the big banks dominate the share of voice, making it near impossible for tiny member-owned banks like SBS to get a word in.

And with only 1% awareness, to compete as a credible alternative SBS had to get creative with their strategy.

So instead of creating two bespoke campaigns for our two different products, SBS found a way to bring two radically different audiences and products together. With a small budget and one very big idea, SBS created a unifying cause much bigger than banking and a quirky campaign that defied conservative category conventions.


The deadline for Campaign Brief’s The Work 2024 is Friday May 3. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email