Ubank has launched a campaign for it’s new brand platform, ‘Money Done Better’, based on the idea that when money is done better, life is done better too.
The platform reinforces that better money management is within reach for everyone, showcasing how Ubank’s simple, smart tools and connected features are designed around life and make it easier to track, plan and stay on top of money, turning uncertainty into clarity.
From a mother duck literally getting her ducks in a row, to ostriches pulling their heads out of the sand and dogs that can finally stop chasing their tails, each character in the campaign playfully shows what life can look like when money is done better.
Ubank’s CMO Sascha Hunt, said although money can often feel complicated or overwhelming for many young Australians, but it doesn’t have to be that way.
“‘Money Done Better’ is about showing that success with money is within reach for everyone, not just people who feel like they’ve mastered it,” she said.
“Ubank is built around the lives and financial needs of its customers, with connected features, intuitive tools and experiences that make banking simpler, easier and more useful day to day.
“It’s not about being perfect with money. It’s about making things clearer, building confidence, and feeling more in control. Ubank has tools that just make sense for real life.”
The new brand platform is brought to life through a national campaign launching today. Targeted at young Australians, the campaign uses humour, nostalgia and relatable animal characters to reflect the very human ways people deal with money, and how much easier life can feel when money is done better.
Partnering with Supersolid, WPP Production and Mindshare, the campaign is built on the idea that Ubank makes managing money so simple and intuitive that anyone, or anything, can do it.
Supersolid co-founder and creative director, Alex Newman, said the ambition was to make money feel less overwhelming and put ‘better’ within reach of young Australians.
“We wanted to create a campaign that disarms the pressure and judgement young people feel when a bank talks to them about money. That’s the strength of these characters – everyone can see themselves in them, no matter where they are on their financial journey. They’re fun, a little quirky and highly relatable, helping turn the complex and often boring parts of money into something more approachable.
“We worked closely with Ubank’s creative, marketing and product teams to understand customers and bring app features to life in a way that feels simple, human and engaging.”
WPP Production brought together human artistry and AI capability, combining cutting-edge tools with skilled craft to deliver high-quality creative at scale. Led by a team of artists, designers and editors, and using a combination of traditional and AI-driven bespoke tools to bring the vision to life.
WPP production’s managing director Dan Robathan said, “This campaign shows what’s possible when you combine human craft with generative AI. Using WPP Open, we’ve built a rich, character-led world for Ubank, opening up new creative territory while maintaining quality, consistency and strong storytelling.”
Built around the daily lives and behaviours of young Australians, the campaign is designed to show up in the environments they engage with most. By aligning to these everyday moments, the campaign connects with audiences in context throughout the day.
Rolling out nationally, the campaign spans across TikTok, Meta, Pinterest, YouTube, BVOD and SVOD, alongside podcast integrations including a bespoke partnership with Two Broke Chicks. A strong out-of-home presence across transit and high-traffic environments reinforces the campaign during daily commutes.
Mindshare client partner, Lee Dobbins, said the strategy is designed to align with moments where audiences are already looking to do better.
“Our approach was to ensure Ubank shows up in the moments where our audience is already thinking about doing better. ‘Where better is, there’s Ubank’ became a guiding principle, allowing us to connect the brand to real behaviours and contexts across the day.
“By aligning channel, content and intent, we’ve created a campaign that feels both highly relevant and seamlessly integrated into people’s lives, reinforcing Ubank’s role as a partner in making money simpler and more manageable.”
Ubank is Australia’s most followed bank on TikTok, with social media playing a key role in engaging its target audience. Led by the in-house team, bespoke social creative will span Meta and TikTok, featuring behind-the-scenes content and creator partnerships, culminating in an animal-led series designed to open up taboo conversations about money.
Credits
Client – Ubank
Brand Strategy – Houston
Brand Platform & Creative – Supersolid
• Creative Directors: Jonathon Shannon + Alex Newman
• Director: Simon Robson
Production – WPP Production
• Head of Production Operations: Hayley Cascun
• Craft Lead, Edit & Motion: Sam Martin
• Head of Product & Innovation: Raphael Ruz
• AUNZ Managing Director: Dan Robathan
• Head of Production: Zivy Johnson
• Generative Artists: Bob Connelly, Maddison Biddle, Raoni Lima, Dani Asesnsio
• Retouching, Compositing & Editing: Chealse Vo, Kate Wickenden, Jon Homes, Tim Gill
• Production & Post: Production: Lisa Hammerton, Nancy-Maree Every
• Account Management: Logan Ayers, Shay Wienert
Paid Media – Mindshare
