Colonial First State launches first work from It’s Friday

Kalila Welch

May 9, 2022 9:20

Colonial First State (CFS) has launched its first new brand platform and campaign from creative agency It’s Friday, after its appointment to the brand’s creative account in March this year.

‘Unleash your second half’, CFS’s first through the line campaign since 2017, is one of the first major campaigns from It’s Friday since its launch in January this year, and was also worked on by media agency Essence.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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1 COMMENTS

Still in my first half 9 May 22

Campaign might be fine if you’re 60, but what about if you’re 23? Looks like they’ve alienated a big chunk of the market with this campaign. And ‘second half’ sounds very Jekyll and Hyde…bit creepy.

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