ASB imagines a night in the life of a St John ambulance

Recently, ASB re-developed kids’ favourite Kashin the moneybox to bring it in line with our increasingly cashless society. And for its latest campaign in support of St John, the bank is keeping the focus on children.

The new campaign sees the bank attempting to raise funds by selling toy-block set ambulances for $15 in all ASB branches, online and via the ASB True Rewards scheme. 

All proceeds from the sale of these toys will be contributed directly to St John, with the aim of raising enough funds to add another ambulance to the service’s fleet.   

“ASB has a longstanding partnership with St John and we’re proud to work together on the St John Toy Ambulance campaign,” says ASB head of community and sponsorship Mark Graham. “Not only is the toy ambulance a creative and tangible way to demonstrate support for St John, but Kiwis can look forward to seeing a brand new ambulance on the road and know they played a part in making that happen.”

To raise awareness of the initiative, ASB has launched an animated campaign via Saatchi & Saatchi and Flux Animations that imagines the adventures of a toy ambulance at night while its owner, a young boy in this instance, is fast asleep.


Over the course of the 60-second spot, the toy ambulance is shown going completely out of its way to save a teddy bear lying stranded on the grass outside. And because the ambulance doesn’t exactly follow the rules of the road during the ad, ASB has included a short disclaimer that says: “When this little ambulance grows up, it will learn to drive safely just like a big ambulance would.”     

In addition to running across online and social, the campaign creative will also feature on adshels. 

Campaign credits:

Client: ASB
General Manager Marketing: Shane Evans
Head of Community & Sponsorship: Mark Graham
Sponsorship Manager: Shelley Dunmore 
Brand Manager: Emma Lynch
Assistant Brand Manager: Emma-Rose Forrester
Marketing CRM Specialist: Alyssa Wood

Creative Agency: Saatchi & Saatchi
Business Director: Teresa Davis
Head of Content: Jane Oak
Senior Account Director: Jody McFarland
Senior Account Manager: Caroline Jackson
Account Manager: Vinay Naran
Executive Creative Directors: Corey Chalmers & Guy Roberts
Creative Director: John Darby 
Senior Art Director: Charlie Godinet
Creative Services Manager: Andi Dalton
Senior Designer: Ross Davies
Studio Manager: Tias Somers 
Retoucher: Nick Browne
Finished Artwork: Abigail Kerr
Digital Producers: Emma Bossley, Matt Couston, Brendon Haddock
Senior Digital Designer: Megan Ying
Front-end Developer: Stanislav Konovod  

Flux ECD: Brent Chambers 
Producer: Sue Chambers 
Director: Laban Dickinson
Modelling: Adrian Rogers, Adam Yeo
Animation / VFX – Laban Dickinson, Henry Bennett, Chaz Holland, Nick Henderson, Fergus Candy
Sound Studio: Digicake 
Music Composer: Andrew McDowall
Sound Design: Brendon Morrow, Andrew McDowall
Mix Engineer: Brendon Morrow

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