ASB Bank in New Zealand has launched a new integrated advertising campaign providing a rebrand around the concept of creating futures. Developed by Droga5 NZ, the campaign includes television commercials, outdoor, print and digital advertising, an interactive site, along with new business cards.
The Creating Futures website, www.creatingfutures.co.nz, is rich with detail using a contemporary ‘bullet-time’ navigation and in-depth content. Despite being slow to load, the site rewards visitors with theme-related upload percentage and brand messages.
Click on the image below to play the video in YouTube (HD)
The print campaign provides a canvas for future star illustrators, designers and typographers, complete with their own urls on the ads for people to visit if they love the work. Three ads by Charl, Ralphi and Walter start the ball rolling.
“I’m living in the future. I’m the nest egg and the rainy day. I’m the ‘what if’. The ‘One Day’ and the ‘Who Knows’?’ I’m a carefully considered plan for a last minute thought. And the sensible solution for a crazy idea. I’m lots of small steps of a giant leap forward. I’m a fresh start and a new twist. The helping hand or just the push you need. I’m the small inkling, the sound board and the bigger picture. I’m where you are, where you want to be, and with you all the way. So let’s get started. I’m ASB and I help create futures.”
Outdoor panels continue the Creating Futures message.
Three television and online commercials, “The Hub”, “Mint Sauce” and “Chance” and are tied with a video contest calling for submissions of moneymaking ideas or inventions. “We’re looking for New Zealand’s youngest, cleverest business brain. If you’re aged between 7 and 14 and have a great moneymaking idea or invention – like a BMX lawnmower, or solar-powered cat clippers – tell us all about it in a 60 second video and you could win a share of over $20,000! But hurry – entries must be in by Sunday 16th January 2011.” “Chance” highlights a couple’s struggle with IVF. “Mint Sauce” shows a young boy’s efforts to save for a Nintendo, linked with Pete the sheep. The campaign will continue with more episodes, bringing the two storylines together.
Click on the image below to play the Hub teaser video in YouTube (HD)
Click on the image below to play the Mint Sauce video in YouTube (HD)
Click on the image below to play the Chance video in YouTube (HD)
Click on the image below to play the Gazillionaire video in YouTube (HD)
Click on the image below to play the IVF video in YouTube (HD)
The Creating Futures campaign was developed at Droga5 New Zealand, Auckland, by Mike O’Sullivan, creative director/art director Guy Robert, creative director/copywriter Corey Chalmers, agency producer Jackie Clark.
Filming was shot by director Gregor Nicholas via Flying Fish.
Print ads were designed by Walter Hansen, Lauren Marriott and Charl Laubscher.
Original music is by Franklin Road, Auckland.