ASB has launched the ASB Youth Financial Literacy campaign, a fully integrated, multi-channel platform marking 150 years of ASB’s commitment to helping young New Zealanders become more confident with money.
For generations, ASB has been at the forefront of youth financial education – from opening a penny bank in the late 1800s to leading the charge with the award-winning GetWise school’s programme. Now, to celebrate this milestone and demonstrate their commitment to the youth of NZ, the bank is reconnecting with one of its most beloved icons – Kashin the elephant – to inspire a new generation of Kiwi kids to get financially confident.
Created by Droga5 ANZ, part of Accenture Song, the campaign sees the return of the iconic moneybox. With the objective to give a generation a head start to confidently take on the world, by arming kids with financial know-how, ASB aims to accelerate their ability to get ahead.
The initiative, which runs nationwide across multiple platforms, unfolded in three key phases. In September, ASB recemented its legacy through beloved brand characters Ben and Amy to celebrate “Helping kids get one step ahead for 150 years”. In October, Kashin took over and was reintroduced as a symbol of money confidence who helps kids understand why learning money skills matters. This month, the focus shifts to encouraging young Kiwi to open a Headstart account and receive a limited-edition commemorative Kashin money box.
The campaign spans TV, cinema, outdoor, digital, radio, social and in-branch experiences. Highlights include a bespoke cinema animation where Kashin floats out of the ad and turns off the cinema lights; a full 3D installation takeover on Auckland’s Karangahape Road celebrating ASB’s 150 years; double-decker bus wraps across Auckland, Wellington and Christchurch; and an animated TVC featuring Kashin and the limited-edition money box.
The campaign is supported by internal communications, along with media partnerships led by Initiative Aotearoa including Seven Sharp, TV1 and TV2 bespoke idents, and The Hits radio promotions.
Helen Fitzsimons, chief marketing officer, ASB, said: “For 150 years, ASB has been helping young New Zealanders take their first steps toward financial confidence. We’re incredibly proud of this heritage and our ongoing commitment to supporting youth financial literacy through initiatives like GetWise and Headstart. Bringing Kashin back is a celebration of that journey – a nostalgic reminder for many parents, and a fun, engaging way to inspire a new generation of Kiwi kids to feel confident about money.”
Damon Stapleton, chief creative officer, Droga5 ANZ, said: “Kashin has always had a special place in New Zealanders’ hearts. This campaign takes that legacy and evolves it – from a fond memory into something that inspires today’s kids and families. By reimagining Kashin for a new era, we’re continuing ASB’s journey of helping every generation feel confident about getting ahead.”
CAMPAIGN CREDITS:
Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Head of Brand Experience: Stephanie Fahey
Brand Experience Lead: Bianca Osborne
Brand Manager: Rosi Carter
Brand Manager: Jess Hill
Senior Social Media Manager: Jasmine Taggart
Marketing Manager: Emily Cotton
Creative Agency: Droga5 ANZ, part of Accenture Song
Co Chief Creative Officers: Damon Stapleton & Barbara Humphries
Chief Strategy Officer: Stevie Weber
GM & EP: Rosie Grayson
Integrated Producer: Callum Crab
Group Business Director: Ruth Coulson
Executive Creative Directors: James Conner & Christie Cooper
Associate Creative Directors: Liz Richards & Nick Dellabarca
Lead Designer: Lucinda Fortescue-Hansen
Senior Finished Artist: Lisa Stowers
Intermediate Graphic Designer: Vivian Heng
Production Company: TOYBOX
Executive Producer: Nanette Miles
Director: Andrew Newland
Animation: Markus Kristensen
CG Supervisor: Suraj Nayak
Production Supervisor: Freya Walker-Boden
Audio: Franklin Road Music & Sound
Media Agency: Initiative Aotearoa
Head of Strategy: Chris Thomas
Group Business Director: Shona Foster
Communications Design Director: Ashleigh Vreeburg
Associate Investment Director: Ketan Narsinh
Senior Account Manager: João Erceg
Account Executive: Riley Wratten-Young
Group Digital Director: Christina So
Digital Account Manager: Ivan Yeung
