{"id":143974,"date":"2025-11-20T02:08:34","date_gmt":"2025-11-20T02:08:34","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/143974\/"},"modified":"2025-11-20T02:08:34","modified_gmt":"2025-11-20T02:08:34","slug":"asb-celebrates-150-years-of-helping-kiwi-kids-get-money-confident-in-new-youth-financial-literacy-campaign-via-droga5-anz-and-initiative-aotearoa","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/143974\/","title":{"rendered":"ASB celebrates 150 years of helping Kiwi kids get money confident in new Youth Financial Literacy campaign via Droga5 ANZ and Initiative Aotearoa"},"content":{"rendered":"<p>\t\t\t    November 17 2025, 10:47 am | BY Ricki Green | <a href=\"#comments\">No Comments<\/a><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>\t\t\t\t\t    \tASB has launched the ASB Youth Financial Literacy campaign, a fully integrated, multi-channel platform, created by Droga5 ANZ, part of Accenture Song, which marks 150 years of ASB\u2019s commitment to helping young New Zealanders become more confident with money.<\/p>\n<p>\u00a0<\/p>\n<p>For generations, ASB has been at the forefront of youth financial education \u2013 from opening a penny bank in the late 1800s to leading the charge with the award-winning GetWise school\u2019s programme. Now, to celebrate this milestone, and demonstrate their commitment to the youth of NZ, the bank is reconnecting with one of its most beloved icons \u2013 Kashin the elephant \u2013 to inspire a new generation of Kiwi kids to get financially confident.<\/p>\n<p>The campaign sees the return of the iconic moneybox. With the objective to give a generation a headstart to confidently take on the world, by arming kids with financial know-how, ASB aims to accelerate their ability to get ahead.<\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>The initiative, which runs nationwide across multiple platforms, unfolded in three key phases. In September, ASB recemented its legacy through beloved brand characters Ben and Amy to celebrate \u201cHelping kids get one step ahead for 150 years\u201d. In October, Kashin took over and was reintroduced as a symbol of money confidence who helps kids understand why learning money skills matters. This month, the focus shifts to encouraging young Kiwi to open a Headstart account and receive a limited-edition commemorative Kashin money box.<\/p>\n<p>Says Helen Fitzsimons, Chief Marketing Officer, ASB: \u201cFor 150 years, ASB has been helping young New Zealanders take their first steps toward financial confidence. We\u2019re incredibly proud of this heritage and our ongoing commitment to supporting youth financial literacy through initiatives like GetWise and Headstart. Bringing Kashin back is a celebration of that journey \u2013 a nostalgic reminder for many parents, and a fun, engaging way to inspire a new generation of Kiwi kids to feel confident about money.\u201d<\/p>\n<p>Says Damon Stapleton, Chief Creative Officer, Droga5 ANZ: \u201cKashin has always had a special place in New Zealanders\u2019 hearts. This campaign takes that legacy and evolves it \u2013 from a fond memory into something that inspires today\u2019s kids and families. By reimagining Kashin for a new era, we\u2019re continuing ASB\u2019s journey of helping every generation feel confident about getting ahead.\u201d<\/p>\n<p>The campaign spans TV, cinema, outdoor, digital, radio, social and in-branch experiences. Highlights include a bespoke cinema animation where Kashin floats out of the ad and turns off the cinema lights; a full 3D installation takeover on Auckland\u2019s Karangahape Road celebrating ASB\u2019s 150 years; double-decker bus wraps across Auckland, Wellington and Christchurch; and an animated TVC featuring Kashin and the limited-edition money box.<\/p>\n<p>The campaign is supported by internal communications, along with media partnerships led by Initiative Aotearoa including Seven Sharp, TV1 and TV2 bespoke idents, and The Hits radio promotions.<\/p>\n<p>Chief Marketing Officer: Helen Fitzsimons<br \/>Head of Brand Experience: Stephanie Fahey<br \/>Brand Experience Lead: Bianca Osborne<br \/>Brand Manager: Rosi Carter<br \/>Brand Manager: Jess Hill<br \/>Senior Social Media Manager: Jasmine Taggart<br \/>Marketing Manager: Emily Cotton<\/p>\n<p>Creative Agency: Droga5 ANZ, part of Accenture Song<br \/>Co Chief Creative Officers: Damon Stapleton &amp; Barbara Humphries<br \/>Chief Strategy Officer: Stevie Weber<br \/>GM &amp; EP: Rosie Grayson<br \/>Integrated Producer: Callum Crabb<br \/>Group Business Director: Ruth Coulson<br \/>Executive Creative Directors: James Conner &amp; Christie Cooper<br \/>Associate Creative Directors: Liz Richards &amp; Nick Dellabarca<br \/>Lead Designer: Lucinda Fortescue-Hansen<br \/>Senior Finished Artist: Lisa Stowers<br \/>Intermediate Graphic Designer: Vivian Heng<\/p>\n<p>Production Company: TOYBOX<br \/>Executive Producer: Nanette Miles <br \/>Director: Andrew Newland<br \/>Animation: Markus Kristensen<br \/>CG Supervisor: Suraj Nayak<br \/>Production Supervisor: Freya Walker-Boden<br \/>Audio: Franklin Road Music &amp; Sound<\/p>\n<p>Media Agency: Initiative Aotearoa<br \/>Head of Strategy: Chris Thomas<br \/>Group Business Director: Shona Foster<br \/>Communications Design Director: Ashleigh Vreeburg<br \/>Associate Investment Director: Ketan Narsinh<br \/>Senior Account Manager: Jo\u00e3o Erceg<br \/>Account Executive: Riley Wratten-Young<br \/>Group Digital Director: Christina So<br \/>Digital Account Manager: Ivan Yeung<\/p>\n","protected":false},"excerpt":{"rendered":"November 17 2025, 10:47 am | BY Ricki Green | No Comments ASB has launched the ASB Youth&hellip;\n","protected":false},"author":2,"featured_media":143975,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[138,246,111,139,69,244,245],"class_list":{"0":"post-143974","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-personal-finance","8":"tag-business","9":"tag-finance","10":"tag-new-zealand","11":"tag-newzealand","12":"tag-nz","13":"tag-personal-finance","14":"tag-personalfinance"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/143974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=143974"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/143974\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/143975"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=143974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=143974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=143974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}