True shoots new ASB Clever Kash campaign (Updated)

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AUCKLAND, Tuesday: Indie creative agency True is underway with a new ASB campaign, with a special focus on the 850,000 Kiwi kids armed with ASB’s Clever Kash digital money box and knowledge from ASB GetWise financial literacy classes.

The campaign, called Cash Clever Kids, is running through May and June.

Cash Clever Kids centres on nine-year-old Hana, who sets up her own company selling ‘dog toy’ sticks for dogs using the knowledge she learnt in the classroom through ASB GetWise. With Clever Kash as her assistant, Hana’s business is a success.

ASB marketing general manager Shane Evans says the campaign is a celebration of the bank’s core purpose of accelerating the financial progress of New Zealanders – at any age.

“I love that a child’s fun is at the heart of the idea – the simple stuff of kids being kids and roaming about and exploring the world.”

“We know how important it is to establish good savings habits from an early age, which is where our savings assistant Clever Kash and the ASB GetWise programme, which has been running for more than ten years, can play a role,” he says.

ASB’s Clever Kash – the elephant-shaped cashless money box – was created in 2015.

The technology behind the product was recently licensed by Chinese company Tody Finance, in a deal which will see the money boxes made available to the company’s network of more than 40 corporate banks. The deal is expected to be the first of several for the technology.

“Seeing ASB’s GetWise programme at work in the classroom is inspiring,” says True executive creative director Tim Huse. “But it’s the confidence which these ‘cash clever kids’ then take into the real world that caught our imagination.”

ASB has used the talent and enthusiasm of its GetWise facilitators to inspire kids to think about the power of saving, including one of its longstanding GetWise heroes Vanepale Sopoaga, who features in the campaign.


Client: ASB
GM Marketing: Shane Evans
Head of Community, Sponsorship & Events: Mark Graham
Brand Manager: Bianca Osborne
Sponsorship Manager: Shelley Dunmore
Marketing Manager: Aradhna Padayachie
Assistant Brand Manager: Madeline Biddulph-Wall
Head of Corporate Content & Social Media: Simone McCallum
Social Media Specialist: Jasmine Taggart
Agency: True
Chief Creative Officer: Craig Pethybridge
Executive Creative Director: Tim Huse
CEO: Matt Dickinson
Managing Director: Steve Kane
Head of Planning: Janisa Parag
Group Account Director : Sam Parsons
Account Director: Jess Standidge
Senior Account Manager: Jacob Douglas
Creative Group Head: Sarah Chernishov
Creative Group Head: Mike Ramsay
Junior Art Director: Holly Smith
Junior Copywriter: Diana Simumpande
Retoucher: Denny Monk
Agency Producer: Casey King
Production Company: Finch
Director: Abigail Greenwood
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Maria Ines Manchego
1st AD: Noni Roy
Production Manager: Sue Sparks
Art Director: Iain Aitken
Wardrobe Stylist: Kirsty Cameron
Animal Wrangler: Maree Green
Animation: Flux
VFX Supervisor: Laban Dickinson
VFX EP: Josh Forsman
Post Production Editor: Luke Haigh
Grade: Matic Prusnik
Online/Subtitles : Nakatomi – Stu Bedford
Composer: Beatworms (Cam Ballantyne)
Sound Engineer: Factory Studios (Adam Isles)
Stills Photographer: Match (Troy Goodhall)
Lead/Hana: Isobel Benzant
Woman with Dog: Michaela Rooney
Captain Cashtastic: Vanepale Sopoaga
Shoot Locations: Auckland

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