←

Work

|

About

mail@christianhewitt.co.uk

Money Minded Mondays

Money Minded Mondays

Money Minded Mondays

Money Minded Mondays

ANZ

ANZ

ANZ

ANZ

Digital campaign to help turn negative sentiment towards ANZ around

Digital campaign to help turn negative sentiment towards ANZ around

Digital campaign to help turn negative sentiment towards ANZ around

Digital campaign to help turn negative sentiment towards ANZ around

Scroll ↓

Overview

Banks. Everyone loves to hate them - especially ANZ. We were tasked to help turn this negative sentiment around. As it turned out, they run a successful CSR programme around the region that works hard to give back to the communities they operate in. The problem is no one knows, or cares, about it. We needed to shine a spotlight on the good work ANZ was doing. Introducing Money Minded Mondays.

Banks. Everyone loves to hate them - especially ANZ. We were tasked to help turn this negative sentiment around. As it turned out, they run a successful CSR programme around the region that works hard to give back to the communities they operate in. The problem is no one knows, or cares, about it. We needed to shine a spotlight on the good work ANZ was doing. Introducing Money Minded Mondays.

Banks. Everyone loves to hate them - especially ANZ. We were tasked to help turn this negative sentiment around. As it turned out, they run a successful CSR programme around the region that works hard to give back to the communities they operate in. The problem is no one knows, or cares, about it. We needed to shine a spotlight on the good work ANZ was doing. Introducing Money Minded Mondays.

Client

ANZ

Type

Digital Campaign

Digital Campaign

Agency

R/GA

R/GA

Project Information

To turn ANZ's negative sentiment around, we decided to tell Australia about MoneyMinded - a financial literacy initiative from ANZ that has helped over 300,000 struggling Aussies. So we created a campaign called Money Minded Mondays. But we didn’t just preach to people, we gave them a simple, useful, behaviour that they could adopt - one that could actually benefit them. This in turn raised the general awareness of financial health, which we could then link back to ANZ’s contribution to the community. Every Monday we shared a small, attainable tip that could make a big difference to any bank balance. Tips that had already made a positive impact on financially disadvantaged members of the community. These tips gave us an authentic reason to talk about the good work that ANZ does in the community and as a result helped turn the negative sentiment towards the bank around.

To turn ANZ's negative sentiment around, we decided to tell Australia about MoneyMinded - a financial literacy initiative from ANZ that has helped over 300,000 struggling Aussies. So we created a campaign called Money Minded Mondays. But we didn’t just preach to people, we gave them a simple, useful, behaviour that they could adopt - one that could actually benefit them. This in turn raised the general awareness of financial health, which we could then link back to ANZ’s contribution to the community. Every Monday we shared a small, attainable tip that could make a big difference to any bank balance. Tips that had already made a positive impact on financially disadvantaged members of the community. These tips gave us an authentic reason to talk about the good work that ANZ does in the community and as a result helped turn the negative sentiment towards the bank around.

Creative Credits


Creative Credits

Executive Creative Director Hamish Stewart Associate Creative Director Phil Shearer Senior Art Director Christian Hewitt Associate Creative Director Sarah Marshall Art Director Xuan Pham Agency Producers Sora Nobari James Winchester Production Company Assembly Director Jonny Kofoed Executive Producer Amanda Chambers

Executive Creative Director Hamish Stewart Associate Creative Director Phil Shearer Senior Art Director Christian Hewitt Associate Creative Director Sarah Marshall Art Director Xuan Pham Agency Producers Sora Nobari James Winchester Production Company Assembly Director Jonny Kofoed Executive Producer Amanda Chambers

My role

Co-concept Creative Development Art Direction

Co-concept Creative Development Art Direction

(002)

I use the power of design, creativity and technology to solve complex problems and transform business.

I use the power of design, creativity and technology to solve complex problems and transform business.

I use the power of design, creativity and technology to solve complex problems and transform business.

mail@christianhewitt.co.uk

mail@christianhewitt.co.uk

Next PROJECT

Next PROJECT

Next PROJECT

Next PROJECT

view project

Create Space

ACA

Naming and brand identity for the Advertising Council Australia’s D&I platform

view project

Create Space

ACA

view project

Create Space

ACA

CHRISTIAN
HEWITT

CHRISTIAN
HEWITT

CHRISTIAN
HEWITT

CHRISTIAN
HEWITT

Back to top ↑

Copyright © Christian Hewitt