Cashrewards enlists Joel Creasey as the ‘Cash Re-warden’ ahead of Black Friday, via Poem

Australian comedian Joel Creasey has been enlisted by Cashrewards, becoming the brand’s first ‘Cash Re-warden’ ahead of the Black Friday weekend, via creative PR agency Poem.

Equipped with a high-vis vest, walkie talkie and notebook, Creasey imitates everyone’s least favourite person for a day: a parking warden.

However, instead of giving out fines, he is handing out $270 in cash – the average cashback amount of Cashrewards’ most engaged members.

“We wanted to surprise people ahead of Black Friday and show the joy cashback can bring,” said Nicole Bardsley, chief marketing officer at Cashrewards.

“Parking fines are one of the silliest ways to spend your hard-earned cash – especially with the current cost of living pressures. Earning cashback whilst you shop is so much smarter and ridiculously easy.

“By shopping through Cashrewards this festive season, people can make their household Christmas budgets go so much further.”

According to research by Finder, Aussies spend $600 million a year on parking fines – so Cashrewards is on a mission to encourage consumers to shop smarter and save their money elsewhere.

Rob Lowe, co-founder and managing director of Poem, said: “‘Cash Re-warden’ and last year’s ‘Billsboard’ campaign[s] for Cashrewards are two of my favourites because the message is so clear and the idea so engaging.

“The strongest and most effective work comes from client-agency relationships where there’s a shared sense of purpose, trust and courageousness.”

Creasey concluded: “It’s been so much fun seeing people’s reactions. No one likes a parking fine. It’s such a waste. But to see their frowns turn upside down when they realise they’re getting free cash instead, was both hilarious and heartwarming.

“I felt like a purple Father Christmas. Stop walking away from free money people! Say ‘yay’ to cashback with Cashrewards this Black Friday instead!”

The stunt comes ahead of the Black Friday and Cyber Monday weekend, where retailers are offering up to 30% cashback on top of sales and discounts.


Client: Cashrewards 

Creative, production, social and PR: Poem 

Production crew: August Media & Soho Creative 

Photography: Ben Sanford Media 


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