True enlists ABs for ASB (includes full credits)

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AUCKLAND, Monday: Grey Lynn-based indie True has created a campaign for ASB GetWise, following a grad’s successful start-up business – the second chapter of the bank’s financial literacy advertising campaign.

More than 890,000 kids across the country have gone through ASB’s GetWise financial literacy programme, equipping them with savings advice to help them be more cash clever.

Armed with knowledge from ASB GetWise and  learnings from her first business, Hana and her trusty wing man Clever Kash decide to branch out, launching their second business Smiles, selling oranges at local rugby clubs. On her opening weekend her first customers include a few All Blacks.

ASB marketing general manager Shane Evans says the Smiles campaign ties in the bank’s focus on financial literacy as well as celebrating its sponsorship of the All Blacks, during a big year for rugby worldwide.

“We all know what it’s like to forget oranges for our kids’ game, and Hana like any good businessperson, saw this gap in the market.”

“We wanted to draw on a real Kiwi tradition – oranges at half time,” Evans said. “We all know what it’s like to have forgotten the oranges for our kids’ rugby game, and Hana like any good business person, saw this gap in the market.”

True ECD Tim Huse said: “It’s been fun to welcome back New Zealand’s most charming little entrepreneur and her sidekick, Clever Kash.

“We’ve seen her take the lessons and confidence from ASB’s GetWise programme, and use it to corner the market in sticks at the local dog park. But now her latest venture is getting the thumbs-up, and a lot of smiles, from her customers – including the All Blacks.”

“The ASB GetWise programme has been running for more than 10 – this latest version runs through until the beginning of November.


Client: ASB
GM Marketing: Shane Evans
Head of Community and Sponsorship: Mark Graham
Brand Manager: Bianca Osborne
Brand Campaign Manager: Emma-Rose Manase
Marketing Manager: Aradhna Padayachie
Assistant Brand Manager: Madeline Biddulph-Wall
Social Media Specialist: Jasmine Taggart

: True
Chief Creative Officer: Craig Pethybridge
Executive Creative Director: Tim Huse
CEO: Matt Dickinson
Managing Director: Steve Kane
Head of Planning: Janisa Parag
Creative Group Head: Sarah Chernishov
Creative Group Head: Mike Ramsay
Group Account Director: Sam Parsons
Account Director: Jess Standidge
Senior Account Manager: Jacob Douglas
Junior Art Director: Holly Smith
Junior Copywriter: Diana Simumpande
Retoucher: Denny Monk
Agency Producer: Casey King
Motion Designer: Kyle Stoffberg
Creative Assistant: Iva Trifonov

Production Company
: Finch
Director: Abigail Greenwood
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Maria Ines Manchego
1st AD: Jonny Moffat
Production Manager: Kristian Eek
Art Director: Iain Aitken

: Flux Animation & Online
VFX Supervisor: Laban Dickinson
VFX General Manager: Josh Forsman

Post Production

Editor: Julian Currin
Grade: Dave McLaren


Composer: Beatworms/Cam Ballantyne
Sound Engineer: Factory Studios/Adam Isles
Stills Photographer: Match/Troy Goodhall


Lead/Hana: Isobel Benzant
All Blacks: Ardie Savea, Jordie Barrett & Reiko Ioane
Rugby Teams: Eden Rugby & North Shore Rugby Clubs
PR: ASB Corporate Communications

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