Afterpay launches AR campaign for Afterpay Day via AnalogFolk

Afterpay has released a new integrated campaign, ‘Carte Diem’, via AnalogFolk.

Mumbrella understands that this will be AKQA’s final campaign with Afterpay before it switches to Initiative.

One of the creative assets

The campaign announces the return of Afterpay Day, a bi-annual (twice a year) shopping event which offers deals to Afterpay customers.

An augmented reality (AR) experience, ‘Invisibility Drops’, is part of the campaign, which allows Australians at home to access and discover exclusive product drops. Afterpay Day merchants such as Dyson and Sephora are participating in the product drops, a first for Afterpay Day.

The drops will be discoverable online across the Afterpay site, app, social media and YouTube.

Afterpay VP marketing Australia and New Zealand, Andrew Balint, said: “With the ongoing economic impacts the nation is experiencing, half of the Aussie population have said they actively seek out ways to save, while 42% are more conscious than ever about only shopping during sales. So we’re excited to see our ‘Carte Diem’ campaign for Afterpay Day encourage shoppers to seize huge deals responsibly, whilst supporting retailers.”

The campaign will be on broadcast, out-of-home and social. PR and influencer strategy will be led by One Green Bean, with content on TikTok and Instagram’s Reels.

Afterpay Day will run from 19 August to 22 August.

Afterpay previously released a global campaign, ‘Pay Better’, starring Rebel Wilson.


Brand Marketing Director: Joel Moran
Senior Brand Manager: Mikaela Wagner
Senior Media Manager: Moola Sisaudia
Trade Marketing Manager: Lucy Chadwick
Associate Creative Director: Chris Larcombe
Social Media Manager: Isabelle Cassidy
Marketing Executive: Hugo Chapman

Managing Director: Matt Robinson
Executive Creative Director: Richard Morgan
Client Service Director: Jonny Sycamore
Operations Director: Emily Entwisle
Strategy Partner: Ben Hourahine
Strategy Director: Chris Loukakis
Associate Creative Director / Copywriter: Naomi Martin
Senior Art Director & Creative Lead: Gemma Hewson
Senior Producer: Naomi Wells
Senior Designer: Robbie Carter
Designer: Chloe Lai
AR Experience: Valis
Motion Design: Babekuhl
CGI Modelling: George Trashilev & Thomas Fenton
Sound: Uncanny Valley

Media: AKQA


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