Independent creative advisory GAME has joined forces with financial services brand Midkey to launch The Quest, a new national campaign that tackles the financial stress of midlife with a bit of medieval chaos.
Launching nationally as an integrated campaign from October 2025, The Quest positions Midkey as a new player in the financial services category.
The campaign follows six knights on a mythical quest to find The Midkey, the ultimate solution to life’s big money pressures. It’s a spin on the struggles many Australian homeowners face in their midlife, when mortgages, renovations, school fees, tax bills, ageing parents, and career pivots collide.
“The majority of financial advertising is less than engaging. We agreed with the Midkey team very early in the process that a conventional approach wasn’t going to get the job done. So we worked hard to find a more interesting way to introduce the brand. The Quest wraps a critical product message in an epic, amusing story that entertains while it informs. Midlife doesn’t need to be so gloomy. With Midkey, you can now afford that family holiday, to the next village,” Dan Beaumont, founder and chief creative strategist at GAME Creative said.
Midkey is a ‘no monthly payments’ loan that is either a first or second mortgage solution designed to give asset-rich but cash-poor Australians of all ages (18+) some breathing room.
“We created Midkey to help property owners who’ve worked hard to build equity in their homes but find themselves unable to access it when they need it. The Quest perfectly sums up our promise: to be the key that unlocks financial freedom when life gets complicated. It’s an epic idea for an epic challenge, and a clever way to introduce a new, innovative loan product to Australians,” Richard Young, co-founder and CEO of Midkey said.
“People in their 40s and 50s are under huge pressure – mortgages, kids, ageing parents, mounting bills, work stress. It can feel isolating and overwhelming. With The Quest, we chose to speak to them with empathy but also with a wink. It says, ‘we get it, we’ve got your back… and it’s okay to laugh at the madness of it all,” marketing consultant Anthony Dumont added.
“Unlike many campaigns that can too easily be switched out for other brands, this idea was born from the brand name and promise. And who better than Paul Middleditch of Plaza and Ian Burtterworth of Louis & Co to help bring this ambitious comedic campaign to life?” Jacko of Jacko Jacko & Jacko, creative lead on the campaign said.
GAME Creative, is quickly becoming known for bringing “joyous obsession” to solving complex business problems with strategically sound creative ideas. In its first year GAME has built a significant client portfolio of brands across property, finance, technology, health, food service and sport. Midkey’s campaign, ‘The Quest’, brings together cinematic storytelling and strategic intent to turn a complicated financial product into a campaign that’s as entertaining as it is effective.
Credits:
Client: Midkey
Founders / Co-CEO: Richard Young & Scott Collison
Marketing Consultant: Anthony Dumont
Head of Marketing & Communications – Kate Davies
Brand Manager – Philip Banno
Agency: GAME Creative
Founder/ CCS: Dan Beaumont
Creative Leader / Writer: Jacko @ JackoJacko&Jacko
Art Director/ Designer: Ramon Rodriguez
Producer: Lucy Pilkington
Film Production Co: Plaza Content
Director: Paul Middleditch
Executive Producer: Peter Masterton
Editor: Jake Horne
Image Production Co: Louis&Co
Photographer: Ian Butterworth
Producer: Luke Della Santa
Radio Production: Massive Music
Media: Nunn
