ANZ launches new brand platform in first major work from Special

ANZ has launched its first major work from Special Group since the independent creative agency won the account from ANZ’s longstanding creative partner TBWA Melbourne in May last year.

The new brand platform leverages a play on the concept of ‘financial wellbeing’, inviting all Australians to become ‘Financial Wellbeings’ by making smarter choice with their money.



The integrated campaign profiles a series of everyday Australians with a passion for saving, who ANZ endearingly terms ‘Financial Wellbeings’. By positioning smart money decisions as exciting and elating, the campaign hopes to make being a ‘Financial Wellbeing’ something that is attainable and desirable to consumers, regardless of their current financial attitudes or behaviours.

The campaign is led by a 60-second spot that brings drama and emotion to the positive feelings associated with the feelings of ‘well organised personal finances’.  The narrator poses several money choices that would make a person a ‘Financial Wellbeing’ – bucketing savings in online bank accounts, doing a big fortnightly grocery shop rather than little ones, eve being thrilled by winning a finance based board game. The narrator reassures the viewer that even if they are not yet a ‘Financial Wellbeing’, that ANZ can make them one. Finally, the campaign marks the start of more consistent approach to advertising for the brand, with the introduction of new brand character and narrator, ‘Pete’.

Sweta Mehra, chief marketing officer at ANZ said: “Our new brand platform brings to life ANZ’s commitment to improving the financial wellbeing of our people, customers and communities – by helping them make the most of their money throughout their lives. Special has created a campaign that lets us have a direct conversation about the desire to be better with your money, but still keep it light, human and relatable.”

Rebecca Stambanis, strategy partner at Special said: “It’s fair to say that making good financial decisions is not something we revere culturally. In truth, we often portray it as a nerdy or boring endeavour. But we all know a friend who is savvy when it comes to their money habits – no matter how much they have or make – and we want to know all their tricks.

This campaign is about championing those behaviours and making it something that feels attainable and desirable for all of us. We also believed this was a great opportunity to bring back ANZ’s more playful tone of voice, which is so different from the rest of the Big Four,” Ms Stambanis said.

The integrated campaign has launched across TV, OLV, YouTube, social, OOH, radio, Spotify and Twitch, directing people to take a look at their own financial habits by visiting the ANZ Financial Wellbeing Hub.


Client: ANZ
CMO: Sweta Mehra
Head of Brand Strategy & Marketing: Kjetil Undhjem
Brand Strategy & Marketing – Chapter Lead: Emma Bullen
Brand Strategy & Marketing – Campaign Lead: Hayley Smith
Brand Strategy & Marketing – Brand Expert: Nikki McLaren
Brand Strategy & Marketing – Brand Expert: Robert Bonomy
Brand Strategy & Marketing – Production Lead: Sally Humphris

Creative Agency: Special Group Australia
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & Partners: Julian Schreiber & Tom Martin
Strategy Partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Creative Directors: Nils Eberhardt, Simon Gibson, Matt McCarron
Designer: Keir Vaughan
General Manager: Paige Prettyman
Team Lead: Ollie May
Business Manager: Ella Papilion
Head of Production/ EP: Sevda Cemo
Senior Producer: Alyce Guy
Stills Producer: Glen Mcleod
Production Coordinator/Social Producer: Fiona Dunn

Production Company: FINCH
Director: The Bobbsey Twins
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Alexandra Taussig
Director of Photography: Jeremy Rouse
Post Production House: The Editors
Offline Editor: Jack Hutchings
Colourist: Matt Fezz
Online Editor: Stuart Cadzow

Director / Cinematographer: Richard Maxton
Camera Operator: Simon Knox

Track Title – Fortitude
Composer – Lance Winnor Conrad
Sound: Cameron Milne, Liam Annert, Rumble Studios

Photographer: Andreas Smetana
Production Company: Flint
Retouching: Cream Studios

Media agency: PHD
Group Business Director: Jordan Smith
Business Director: Lizzy O’Connor
Planning Directors: Natalie O’Hanlon, Georgina Debenham
Strategy Director: Brendan Dodd
Investment Director: Kaitlin Despott
Digital Manager: Anastassia Choutova
Activations Manager: Jason Cheung
Investment Manager: Kim Stockdale
Account Executives: Brandon Rice, Isabelle Barton

PR agency: Thrive PR
Managing Director: Leilani Abels
APAC General Manager: Kelly Stambanis
Group Account Directors: Zoe Walsh and Victoria Fruean


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