Far more intelligent than a piggy bank, Clever Kash is a banana-coloured elephant that displays a child's bank balance and allows parents to swipe virtual notes and coins into the child's account via an app.
ASB and Saatchi & Saatchi New Zealand developed the idea in collaboration with Assembly, 4Design and Kamahi Electronics. The Warehouse Group Wholesale is manufacturing the devices.
The brand and agency trialed the system with 250 families starting in 2015, iterating the concept and software based upon feedback. Along the way they won a Gold Lion at Cannes and a Yellow Pencil at D&AD.
Yesterday, the ad above kicked off a campaign that heralds the official launch of the programme.
Ad Nut salutes the idea of teaching young ones the importance of saving for the future, and likes the customer-centric approach to creating and refining this concept. This is surely one of the best examples of client-agency co-creation that Ad Nut and colleagues have seen.
However, Ad Nut has a quibble (loyal readers will not be surprised). Actually more of a question for ASB and Saatchi & Saatchi: Of all the animals on this diverse and glorious planet, which one is most closely associated with gathering and saving resources in safe places for the future? Ad Nut will give you a hint: So strong is this association that the very name of this animal is also a verb synonymous with "save". And, as you can see from the picture at the bottom of this page, the animal Ad Nut is thinking of also has an adorable and noble visage, which clearly speaks to its native intelligence and friendly nature. Ad Nut has nothing against elephants (except when they steal Ad Nut's peanuts!) but believes ASB has really missed an opportunity here.
Creative Agency - Saatchi & Saatchi
Executive Creative Directors – Corey Chalmers and Guy Roberts
Digital Creative Director – Terry Williams-Willcock
Art Director – Neill McAlpine
Copywriter – Ant Wilson
Creative – Jess Reihana
Senior Planner – Emma Fern
Business Director – Jill Chestnut
Account Manager – Alana Crooks
Head of Production – Jane Oak
Digital Producer – Brendan Haddock
Retouching – Nick Brown
Studio – Tias Somers, Abigail Kerr, Shane Kelly
Client - ASB
Executive GM of Marketing & Communications – Roger Beaumont
GM Marketing – Shane Evans
Chief Architect – James Bergin
Brand Manager – Emma Lynch
Venture Manager – Lissa Grigson
Product Manager – Anita Parag
Assistant Brand Manager – Emma-Rose Forrester
Communications Assistant – Sahil Vallabh
Marketing CRM Specialist – Janelle Wilson
Head of Digital Marketing – Brad Bateman
Head of Corporate Content and Social Media – Simone McCallum
Social Media Specialist – Jasmine Taggart
Communications Manager – Amelia Cairns
Senior Media Relations Manager – Georgina Bond
Supply and Logistics Lead – Louise Mullane
Production & Photography - Assembly
Director – Damon Duncan
Executive Producer – Amanda Chambers
Producer – Helen Naulls
Visual Effects Supervisor – Rhys Dippie
3D Artists – Alex Mcleod, Craig Speakman, Geoff Kirk-Smith, Josh Fourt-Wells, Katie Naeher, Marcos Godoy
Compositing – Frank Reuter, Kara Vandeleur
Sound/Music – Franklin Road
PR - Anthem
Media - Carat
Search - Search Republic
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