AUCKLAND, Today: ASB is rolling out its Youth Financial Literacy campaign, marking 150 years of helping young New Zealanders build confidence with money through a fully integrated, nationwide platform.
ASB’s legacy in youth education stretches from penny banks in the 1800s to its award-winning GetWise programme. Helen Fitzsimons, Chief Marketing Officer, ASB said, “For 150 years, ASB has been helping young New Zealanders take their first steps toward financial confidence.”
To celebrate the milestone, ASB is bringing back Kashin the elephant to inspire today’s kids. Fitzsimons added, “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,” Fitzsimons added.
“This campaign takes that legacy and evolves it – from a fond memory into something that inspires today’s kids and families.” – Damon Stapleton, Chief Creative Officer, Droga5 ANZ
Created by Droga5 ANZ, part of Accenture Song, the campaign reintroduces the iconic moneybox with a mission to help kids build money confidence early. Damon Stapleton, Chief Creative Officer, Droga5 ANZ said, “Kashin has always had a special place in New Zealanders’ hearts.”
Stapleton added, “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.”
The initiative rolls out across three phases. September celebrated “Helping kids get one step ahead for 150 years”. October reintroduced Kashin as a symbol of money confidence. This month encourages kids to open a Headstart account and receive a limited-edition Kashin money box.
The campaign spans TV, cinema, outdoor, digital, radio, social and in-branch experiences. Highlights include a cinema moment where Kashin floats off-screen, a 3D installation on Karangahape Road, bus wraps nationwide and an animated TVC featuring Kashin.
The wider rollout is supported by internal communications and media partnerships led by Initiative Aotearoa, including Seven Sharp, bespoke TV idents and The Hits promotions.
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
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