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ASB and The Monkeys tackle ‘bankxiety’

Recognising that when it comes to money, young people want life hacks, not lectures, ASB and The Monkeys Aotearoa teamed up to help 18 to 24-year-olds better navigate the world of finance.

Directed by Thunderlips via Thick as Thieves, campaign launch videos for ‘Level Up’ take a humorous look at what levelling up means to a wide range of young Kiwis, in relevant scenarios from flatting to festivals.

 “Levelling up your money game helps you live life one step ahead,” says Damon Stapleton, The Monkeys Chief Creative Officer.

“We know people want to live their own version of a fulfilled life, but we know that the bankxiety is real. Schools don’t teach it. You don’t talk about it at home. Sure, there’s heaps of information out there, but where do you even start?  

“We wanted to make the confusing stuff a bit easier so these guys can get the everyday stuff sorted, and think about the big picture, whether that’s five years from now or just tomorrow night.”

The campaign will launch on Instagram and TikTok and also includes OOH. It will be supported by a suite of elements including ASB’s Level Up podcast series: A Masterclass for your Money, and ‘always on’ everyday tips and tricks to support this audience.

“At the heart of this work is young Kiwis. We want to support them on their life journey through all the milestones and challenges, starting with getting a car, studying or flatting, and continuing to help them live life one step ahead,” says Sumi King, ASB GM Brand and Marketing (Acting).

“We had to completely rethink how we show up in market given 18- to 24-year-olds are largely disengaged with banks. 

“We needed to strike a balance with the content we created – it had to feel natural to the platforms it was executed in but creatively disruptive enough to command attention. It’s an exciting opportunity to change up how the bank connects at every touchpoint, fuelled by an ongoing commitment to test and learn.” 

Watch one of the launch campaign video’s here: https://vimeo.com/725878986/51f9eaa3c3

Campaign Credits:

Client: ASB

Chief Transformation Officer: Lohit Kalburgi

GM Brand & Marketing (Acting): Sumi King

Head of Consumer Marketing: Vanessa Morris

Everyday Banking – Marketing Manager: Ashleigh Smith

Everyday Banking – Marketing Manager: Allie Buczkowski 

Brand Lead: Elle Lee

Creative Agency: The Monkeys, Aotearoa part of Accenture Song

Chief Creative Officer: Damon Stapleton 

Senior Creatives: Liz Richards & Nick Dellabarca

Agency Partners – dentsu, Acquire & Search Republic

Director: THUNDERLIPS

Executive Producer: Nik Beachman

Producer: Anna Stuart

DOP: Eoin O’Liddigh

Production Designer: Catherine Ellis

Stylist: Amira El’Orfi

Editor: Luka Turjak

Colourist: David McLaren

Post House: Perceptual Engineering

Audio: Liquid Studios

Sound design & mix: Andy Morton

Audio Producer: Shirleyanne McDonald Shaw

Music licensing: Jonathan Mihaljevich: Franklin Rd. 

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