AUCKLAND, Today: SquareOne and Thinkerbell Aotearoa’s new series humorously explores the pitfalls of not teaching kids financial management.
Their financial capability app is a cool combo of an account, app, and debit card designed just for kids. It equips them with practical money skills for the real world, putting “the tools in your hands and the knowledge in theirs so that kids get the financial head-start we wish we had.”
Jody Cruttenden, Marketing and Growth Lead at SquareOne, shares, “Teaching the next generation of Kiwi’s to be money-smart is the whole purpose of SquareOne. As a nation, we have horrendous financial habits and we need it to change. SquareOne is such a game changer for families on that journey.”
The campaign includes a series of social and BVOD ads serving as cautionary tales. One scenario shows a mum still financially supporting her adult child, emphasising the importance of early financial education.
“We’re so proud of the work we’ve done with Thinkerbell bringing that message to life.” – Jody Cruttenden
Cruttenden praises their collaboration with Thinkerbell: “We’re so proud of the work we’ve done with Thinkerbell bringing that message to life. This campaign hits every beat that was critical to us in getting the message heard. It’s funny, it’s relatable, it’s heartwarming, it’s thought-provoking, but most importantly, it’s honest.”
“You know you’ve hit a winning partner when every initial concept was on the money (pun intended). The hardest part was deciding which of the amazing threads we wanted to follow. I had complete faith that the team at Thinkerbell could bring this to life and couldn’t be happier with the end result,” he added.
Regan Grafton, Chief Creative Tinker at Thinkerbell, said, “We wanted to strike a balance between entertainment and an important message: teaching kids about money now saves everyone a lot of pain later.”
Grafton also shared his personal connection to the app: “I was already a regular user of SquareOne before working with them. I was using it with my kids every night and soon the rest of the Thinkerbell parents picked it up with their kids. That’s actually how the relationship kicked off!”
“We loved working with the SquareOne team, with their passion for creativity, bravery and love of humour. The whole process from start to finish was such a great experience, with everything falling perfectly into place.”
CREDITS
Creative agency: Thinkerbell Aotearoa
Head Thinker/Producer: Lindsay Paton
Head Tinker: Kent Briggs
Chief Creative Tinker: Regan Grafton
Chief Brand Thinker: Amy Frengley
Client: SquareOne
Marketing and Growth Lead: Jody Cruttenden
Co-founders: Jamie Jermain and Jovan Pavlicevic
Creative Director: Sasha Fowler
Marketing Executive: Felicity Jones
Production: Fish & Clips
Executive Producer: Samantha Attenborough
Director: Sam Kristofski
Producer: Rachael Blampied
Composers: Timon Martin & Luke Benge
Mix & Master: David Liversidge, Radiate Studios
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