CHE Proximity Launches Trippy New Campaign For Latitude
The latest campaign from Latitude and CHE Proximity launches today across Australia and New Zealand.
Marking a move to a Masterbrand approach, the campaign introduces Latitude’s new brand position of ‘Partners in Money’ as it evolves into an innovative online payments, instalments and lending business.
The integrated campaign draws on the idea of a partnership that recognises Aussies and Kiwis want to be good with money and have a real partnership with their financial provider.
Watch the TVC below:
The essence of this partnership is summed up in one word: Let’s, a declaration that Latitude and their customers work together.
Let’s is about creating and continuing a conversation about life’s opportunities, money and acting responsibly.
Latitude general manager of marketing, Caroline Ruddic said: “The new Latitude campaign enabled us to showcase how we have brought all of our key products, including our new payments offering, LatitudePay, into one Latitude Masterbrand.
“We are excited about this next stage of our evolution as we deliver outstanding consumer experiences and help our merchant partners grow their businesses.
“‘Let’s’ is the catalyst for starting something together, in a partnership.”
Directed by award-winning directors, Los Pérez, the 60” brand film launches today alongside 30” cutdowns for Personal Loans and LatitudePay.
The films have been created to appear as if on Instagram – paying homage to where their audience finds inspiration and showing how Latitude are a catalyst for turning dreams into reality.
CHE Proximity chief creative officer, Ant White added: “It’s great to see Latitude using the full scope of our ethos at CHEP of Connected Creativity to reach customers and build a truly modern brand.
“The creative execution is based on a great media insight that our audience is dreaming in their Instagram feed.”
He added: “The team turned this dream into action, writing multiple spots and executions that will be targeted online to individuals based on their behaviour.
“Yet, the best part is, all that data and tech detail is hidden behind some great craft and storytelling.”
CHE Proximity creative directors, Cameron Bell and Sam Dickson, made special mention of the production effort, saying: “We spent a lot of time finding the right directorial team to bring the campaign to life. For us, it had to be Los Pérez.
“Their attention to detail, stunning style and unique vision lifted the entire campaign to something we’d struggle to imagine.”
The integrated campaign will roll out in Australia and New Zealand across TV, digital video, OOH and digital display.
Campaign Credits:
Production Division
Directors Los Pérez
Executive Producer Genevieve Triquet
Producer Karen Sproul
Post Production Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Snr VFX Producer: Amy Jarman
Editor: Michael Houlahan
Colourist: Greg ‘Elvis’ Constantaras
Senior Flame Artist: Brad Smith
Lead Compositor: Bertrand Polivka
Compositors: Giselle Hunter, Tim Hannah, Fiona Lu
3D: Chris Norris, Philip Wang, Tim Jarrick, Boris Forman
Music Publishing Anton @ Trailer Media
Music by Sonar Music
Music Producer Leyla Varela
Music EP Sophie Haydon
CHE Proximity
Chief Creative Officer Ant White
Executive Creative Director Glen Dickson
Creative Director Sam Dickson
Creative Director Cam Bell
Senior Producer – Department Lead Jen Livingston
Chief Strategy Officer David Halter
Director – Brand David Warren
Chief Operating Officer Andrew Drougas
Group Account Director Thomas Penn
Account Director Kenyon Marais
Account Director Sarah Robertshaw
Account Manager Lotty Tucker
Latitude Financial Services
General Manager of Marketing Caroline Ruddick
Head of Loans Marketing Matthew Wickham
Relationship Marketing Manager Mark Jones
Marketing Manager Rachel Clarke
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.