Australian fintech unicorn and credit card disrupter Zip has launched its first integrated brand campaign.
The campaign is the company’s first above-the-line brand work and was designed and directed in-house by Zip’s creative team, bringing to life Zip’s commitment to transparency and responsible lending in a fun, provocative and irreverent manner.
This is done through a series of highly stylised shots featuring everyday Aussies stripped bare alongside the things they love.
Zip co-founder Larry Diamond said: “When playing with ideas on how to communicate Zip’s transparency and desire to make the passions of Australians more accessible, it became clear that this approach resonated the most with this narrative.
“We want people to celebrate their individuality and feel empowered to enjoy the things they love — responsibly. Although our approach is outside of the box for the financial sector, we want to make it clear that Zip is unlike the big banks, and we think this campaign communicates that powerfully.”
“Australians have been taken advantage of when it comes to credit products for far too long. We’re talking about cheeky fine print, hidden costs and unfair credit business models, all of which were created outside the interests of customers.
“That became our opportunity at Zip to simplify financial products, by bringing transparency and responsibility to our business since day one, ultimately delivering a positive payments experience for customers and giving them the power to own the way they pay. This campaign is us stripping down, unashamed to bare it all and telling it as it is.
The integrated campaign will run nationally leading up to the peak sale periods, and will extend across Sydney, Melbourne and Brisbane in out of home media, including transit, large format billboard advertisements and shopping centres.
Content will also be featured in online video formats across YouTube and catch up TV and social platforms.
Zip head of marketing Katrina Ang said: “What we’re putting out there is something no other Buy Now Pay Later, bank, credit card, or finance provider would ever dream of doing. The beauty of this idea is that it is flexible and easily adapted to the holiday period, different formats, products, retailers and events, without losing any of its humour, charm, or impact.”
Zip – Creative
Head of Marketing – Katrina Ang
Creative Director – Christian Kernot
Creative Director – Tom Vukelja
Brand Consultant – Tracy Hall
Producer – Chelsea Claydon
Photographer – Jo Duck
Art Director – Shane Wahl
Designer – Ben Williams
Editor – Mick Watson
Sound – Smith & Western
Post Production – Blockhead
Sling & Stone