Plenti launches ‘Destroy Your Dreams’ campaign via Howatson + Company

Fintech lender Plenti has partnered with newly rebranded Howatson + Company to launch ‘Destroy Your Dreams’, a new campaign that aims to encourage Australians to stop putting their big ideas on hold and instead make them real.

The campaign nods to the fact that more Australians than ever are using ‘inspiration boards’ on social media sites including Pinterest and Instagram, to plan their dreams. From home renovations and green upgrades to weddings and cars, many of these dreams have remained just that, living inside boards and not brought to life.

Plenti CEO, Daniel Foggo, said: “We’re excited to be launching a major brand campaign and customer competition that highlights how Plenti can help people achieve their dreams. Since our founding, Plenti has grown to become Australia’s largest consumer fintech lender – and our new campaign is reflective of the Plenti brand, and who we are as a business. It highlights just how exciting it is to bring people’s big ideas to life as we continue to build Australia’s best lender.”

Plenti head of marketing, Samantha Saunders, said: “Plenti is the biggest fintech lender in the country: we were founded seven years ago and we’re an established business, but our brand is young and still relatively new to the consumer marketplace. We needed a cut-through brand campaign that would resonate with our affluent customer base. As a modern lender, with modern customers, we were prepared to take risks with the creative, so long as the work reflected who we are and where we’re going.”

Howatson + Company ECD, Gavin Chimes, said: “We all have that Pinterest board that’s gathering digital dust. A dream reno, the perfect wedding. This campaign is about shaking people out of their complacency and inspiring them to take action. And by creating it, we got to fulfill one of our very own dreams, blowing stuff up in an ad.”

This is the first work Howatson + Company has launched for Plenti, since coming on board in June. In addition to the hero film, Plenti has released a suite of product films, social assets and are facilitating a ‘Destroy Your Dreams’ consumer promo.

In September, Howatson + White officially became Howatson + Company with Chris Howatson taking sole ownership of the business following the recent departure of Ant White just eight months after the business launched.

It was revealed that White had left the agency on 11 August, although no comment was forthcoming at the time.


Client: Plenti
Agency: Howatson+Company
Production Company: Scoundrel
Director: James Dive
Exec Producer: Adrian Shapiro
Producer: Julianne Shelton
DOP: Ross Giardina
Prod Designer: Sam Lukins
Editor: Dan Lee
Post Prod: ARC
Music & Sound: Rumble Studios


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