AMP reframes what wealthy looks like via CHEP
AMP has launched a new national brand campaign aimed at shifting the conversation around perceptions of “wealth”, via CHEP Network.
“For whatever wealth you want” encourages Australians to to think of ‘wealthy’ less as something that happens in the future, and more about finding opportunities in what they have today to attain what matters most to them.
The integrated work is spearheaded by a 45 second spot that features a range of Australians from different backgrounds and with a variety of lifestyle goals – from collecting sneakers and vinyl records, to embracing a growing family, or more traditional goals like financing a new home. The spot asks the question of what ‘wealthy’ is and what it means today.
It is the second campaign for AMP since CHEP Network won the bank’s creative account in August. The work builds on the platform and positioning developed by the brand’s former creative agency Bastion Creative – ‘For the investor in all of us’.
Not unlike those previous works, the new campaign intends to reframe expectations around success, acknowledging the shift in consumer’s expectations and life goals.
Wylie Fowler, head of brand and content at AMP, commented: “We’ve seen the definition of wealthy changing. People’s financial goals are as individual as they are, and this campaign explores how AMP has the means to help make anyone’s version of wealthy happen.
“Our research showed us that Australians tend to overlook the possibility of doing much more with the finances that they have today. This brand proposition is about amplifying your financial potential, through AMP’s range of banking, retirement, super, and advice solutions. Ultimately, this all comes back to AMP’s purpose, helping people create their tomorrow.”
Robert Boddington and Jack Robertson, copywriter and art director at CHEP, added: “With the launch of this new platform, we wanted to spark a conversation about what ‘wealthy’ can mean to people today and into the future. This campaign aims to hero what wealthy actually looks like to everyday Australians, and acknowledge that feeling wealthy isn’t about financial riches anymore. It’s great to see a financial institution embrace and celebrate this notion.”
Earlier this month, CHEP Network CEO Justin Hind announced his departure from the agency, as he prepares to launch his own agency for a second time round. Hind’s replacement is yet to be announced.
The campaign launched on February 12, across TV, radio, outdoor, social media, press and online.
Credits
Client: AMP Australia
Director, Marketing: Renee Howie
Head Of Brand and Content: Wylie Fowler
Marketing Manager: Gina Francis
Creative Agency: CHEP
Production Company: Finch
Director: Bobbsey Twins
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Alexandra Taussig
DOP: Jeremy Rouse
Production Designer: Jen Waters
Editor: Jack Hutchings
Online / VFX: Andy McKenna
Colourist: Dave Gibson
Post Producer: Amelia Bromley, Atticus
Photographer: Adam Ferguson, Photoplay
Sound: Tone Aston, Rumble Studios
Music: Otis Music
Media Agency: UM
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