The Meaning of Life (Updated)

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AUCKLAND, Today: Victoria Quarter-based full-service agency WiTH Collective has launched a new ASB brand platform, encouraging New Zealanders to Live Life One Step Ahead.

The ASB’s Shane Evans said: “The new work has been designed to reflect customers changing expectations of life and of their bank and marks a shift for ASB back to a long-term brand building approach, one that was carefully informed by both global best-practice and a bespoke and highly rigorous research and strategic process. 

“The multi-platform campaign introduces the country to Ben and Amy, a lovable modern Kiwi couple who will take us on a journey of the ups and downs, and the twists and turns of life,” he said.

“This new campaign kicks us into an exciting period as we look to create a long-term brand platform that is highly relevant to the next generation of customers and their expectations of us. This platform will also help us continue to develop our customer experience, which we’re looking forward to.”

“I got my first ASB account at 12. Hadleigh got his at his uni flat. Since then the way we approach life has changed monumentally.”

WiTH Collective GM John Marshall said: “The aim was to capture both the progressiveness and the warmth of the ASB brand and to create a platform that resonated with this new, younger audience to set the brand up for the future.”

WiTH CD Jack Delmonte said: “I got my first bank account with ASB when I was 12 years old. Hadleigh got his to sort the finances at his uni flat. Since then the way we approach life and what we want out of it has changed monumentally.

“This work is a reflection of this modern mentality. We’re super excited for Kiwis to get to know Ben and Amy. They’re good sorts. Plenty more to come.

“Following on from their successful ASB Sustainaball campaign for the ASB Classic last month, the Live Life campaign is the first major brand piece of work for WiTH Collective since their appointment as lead creative agency in 2019.

“The first phase of the campaign went live on Sunday and will run across all above-the-line channels and have an extensive digital and social presence over the coming months.”


Client: ASB
Practice Lead Brand & Marketing: Shane Evans
Chapter Lead Brand: Sumi King
Brand Lead: Bianca Osborne
Brand Campaigns Manager: Jess Standidge
Associate Campaigns Manager: Madeline Biddulph-Wall
Social Media Lead: Jasmine Taggart
Performance Marketing Manager: Lidia Chubarova
Communications Manager: Caitlin Madden

Agency: WiTH Collective
General Manger: John Marshall
Head of Strategy: Claire Beatson
Creative Director: Jack Delmonte
Creative Director: Hadleigh Sinclair
Senior Copywriter: Jacqui Barry
Senior Art Director: Vikki Cheng
Senior Copywriter: Joe Ranallo
Senior Art Director: Will Winter-Irving
Senior Account Manager: Kate Syms
Account Manager: Lydia Sleeman Bailey
Design Lead: Steve Nute
Senior Designer: Carl Dixon
Junior Designer: Shevonee Muthiah
Head of Production: Iain Todd

Media Agency: Carat
Agency Director: Jono Sorensen
Business Manager: Tasmin Bradley
Executive: Jenny Fulton
Implementation Executive: Shanice Singh
Implementation Manager: Andrew Bittle
Senior Business Director: Hugo Winter

Search: Republic
Head of Paid Media: Karl Rooney
Performance Marketer: Larysa Sydorczak

Custom Programmatic: Acquire
Programmatic Director: Zane Furtado
Digital Business Manager: Kurt Lowry
Programmatic Buyer: Max Huang

Production: Finch
Director: Alex Roberts
Manager Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Sarah Cook
Editor: David Whittaker

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