Afterpay has launched a new brand campaign, “Afterpay where you wouldn’t believe,” featuring a troll — the kind that lives under a bridge — and his toll business. The campaign was conceptualised by BMF.
The troll is a passionate Afterpay merchant and tells a car of bewildered and inadvertent customers about all the places they can use Afterpay, as well as explaining how easy it is to use the service in-store with the Afterpay Card.
This is the first campaign created by BMF for Afterpay: building awareness of the new places and ways, (in-store with the Afterpay Card), people can Afterpay, such as at the optometrist, dentist and hardware stores, to buying tickets to concerts, sports games and experiences such as hot air ballooning, and much more.
Andrew Balint, vice president of marketing ANZ, said: “Afterpay is a global category founder and leader. We were born of the notion that there must be a fairer and better way to pay. This is why millions of Aussies continue to trust and choose Afterpay at checkout. The launch of ‘Afterpay where you wouldn’t believe’, builds on our market-leading position in the buy now pay later category and brings to life all the varied, amazing, and sometimes even surprising places you can Afterpay, in a fresh, bold and uplifting way.”
Harry Stanford, associate creative director at BMF, said: “We know Aussies love the feeling of financial freedom, whether it’s being able to pay for a necessary dental treatment without missing out, or being able to buy tickets to Harry Styles. Afterpay has always been a bold and distinct brand, which is why we created an iconically unique Aussie character to spread the word.”
“Afterpay where you wouldn’t believe” will run across TV, social, digital audio and outdoor.
CREDIT LIST:
Client: Afterpay
Vice President Marketing ANZ: Andrew Balint
Director of Brand ANZ: Joel Moran
Senior Brand Manager ANZ: Mikaela Wagner
ANZ Campaign Manager: Fabian Claveria
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Executive Creative Director: Tara McKenty
Associate Creative Directors: Josie Fox & Harry Stanford
Art Director: Bob Broadfoot
Copywriter: Joe Mallett
Head of Art & Design: Lincoln Grice
Chief Strategy Officer: Christina Aventi
Planning Director: Suzanne Dutton
Chief Executive Officer: Stephen McArdle
General Manager: Aisling Colley
Senior Account Director: Rebekah O’Grady
Account Executive: Kristen Henry
Head of TV: Jenny Lee-Archer
Integrated Producer: Honae MacNeill
Retouching: Electric Art
Production Director: Karen Liddle
Design Director: Iva Madderom
Finished Artist: Cat Durando
Retouching: Rebecca Xu
Creative Services Director: Clare Yardley
Production Company: Goodoil
Executive Producer: Sam Long
Director: Vedran Rupic
Producer: Chana McLallen
Post Production: The Editors
Editor: Mark Burnett
Music & Sound Design: Rumble
DOP: Sam Chiplin
Photographer: Mat Baker / Louis & Co.
Bantam
Head of Content Creative: Nico Engelbrecht
Content Producers: Holly Whiteley & Yolande Francis
Animator: Jeni Rohwer
Online editor: Max Lu
