ASB helps Kiwi kids get one step ahead with its 90s throwback via WiTH Collective at dentsu

Hot off its summer tiki tour, ASB has launched its new campaign via WiTH Collective, showcasing all the different ways they’ve been helping Kiwi kids get cash clever. From penny bank accounts, to school banking, Kashin money boxes, GetWise financial education in schools, right through to innovative products like Clever Kash (a digital money box), ASB has been helping the next generation of kids develop the right savings habits for over 100 years.

 

The new campaign sees us travel back to the summer of 1994 where the only social currency you had was how good you were at chatter rings or jump rope. Where $2 for a car wash was a fair price and painting your neighbour’s fence could score you $5. The campaign, which launched on Sunday night, takes us back to a simpler time and where we see our loveable characters in Ben and Amy first meet.

Whilst things may have changed since then, the new spot reminds us that ASB continues to innovate and help the next generation of Kiwi kids save and get one step ahead.

Says Mark Graham, head of community and sponsorship, ASB: “We know that learning good money management skills from a young age helps set kids up for a better financial future, and ASB has been helping teach these skills to Kiwi kids for more than 100 years – something we’re incredibly proud of. This latest campaign celebrates that legacy in a fun and engaging way, while highlighting several generations of cash clever kids.”

Says John Marshall, general manager of WiTH Collective: “Being a kid of the 90s I can safely say that this campaign took me back. It reminded me I wasn’t that great at chatter rings and that my dad ripped me off with $2 for a lawn mow. However, when developing the strategy for the campaign it reminded us all that ASB has been helping Kiwi kids get better with money for so long now – over 100 years in fact. That became the basis of the campaign and we wanted to bring that to life in a fun, nostalgic and educational way. I believe the team has done a fantastic job in doing just that.”

Says Jack Delmonte, creative director of WiTH Collective at dentsu: “My first job was for the pharmacy down the road, delivering prescriptions to the elderly on my skateboard. Through hard work and getting into good savings habits through ASB, I was eventually able to afford myself a sweet new pair of Independent trucks. It was awesome to dabble in some 90’s nostalgia through the production process. The team’s done an amazing job bringing to life Ben and Amy’s backstory and the long legacy ASB has of helping kids get cash clever.”

The campaign launched in all above the line channels and throughout social on Sunday 17 January 2021.

Client – ASB
Shelley Dunmore – Community Sponsorship Manager
Mark Graham – Head of Community, Sponsorship and Events
Sumi King – Head of Brand
Bianca Osborne – Brand Manager
Marliese Liyanage – Assistant Brand Manager
Jasmine Taggart – Senior Social Media Manager
Carolyn Galloway – Performance Marketing Manager
Shane Evans – Practice Lead, Brand and Marketing

Creative Agency – 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
Jacqui Barry – Senior Copywriter
Vikki Cheng – Senior Art Director
Chris Marshall – Account Director
Tim Costar – Senior Content Producer
Steve Nute – Design Lead
Carl Dixon – Senior Designer
Shevonee Muthiah – Junior Designer

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

Acquire
Kurt Lowry – Business Manager
Max Huang – Programmatic Media Buyer
Oliver Burton – Account Co-ordinator

Search Republic
Larysa Sydorczak – Performance Marketer
Karl Rooney – Head of Paid Media

Production Company – FINCH
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