Cat Takes off for South Korea, Family Follows in New Campaign from Kiwibank

Inspired by a true story about an NZ feline that stowed away on a container ship and ended up over 10,000 km away in South Korea.

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Kiwibank has launched the next iteration of the 2023 Grand Effie winning ‘This is Kiwi’ platform. The campaign, done with Special and OMD, takes inspiration from real stories to show how Kiwibank’s expertise can help consumers be better off.

This story focuses on a Kiwi family who are busy saving for a holiday when Brutus, their adventurous cat, goes missing. He’s stowed away on a ship to South Korea. However, thanks to the family’s committed saving habits via Kiwibank, they pivot their plans to get Brutus back AND enjoy a holiday in South Korea at the same time.


 

“Aotearoa New Zealand is a place rich in stories both big and small – from people who have overcome adversity to acts of selfless generosity, or sometimes our stories come from the most unexpected everyday moments,” said a release.

Special CCO, Lisa Fedyszyn added: ‘‘Kiwi are great natural storytellers. But often the retelling of stories comes with a bit of selective truth and light-hearted embellishment. This gave us the creative licence to explode the narrator’s imagination in a world of hyper reality.

This latest iteration is inspired by a real story about a NZ feline that cleverly stowed away on a container ship and ended up over 10,000 km away in South Korea and we’ve used this as the inspiration for a story of family saving for all of life’s plot twists.”

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Kiwibank GM – Brand and Marketing, Simon Hofmann added: “At Kiwibank, we get to hear, and be part of incredible stories each and every day, like the 68 year old who became a first homeowner thanks to Kiwibank’s innovative Co-own proposition.

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TRA Managing Partner, Shaun Fitzgibbon said: “There is no doubt it is a time of uncertainty in New Zealand, with many Kiwi experiencing financial strain… however despite this, most Kiwi are still making regular savings, holding onto their ambitions, and working towards future goals.

There’s an increasingly important role for banks to play here – helping customers with their savings goals and developing healthy savings habits to put them in a better place in the future.”

The true story that inspired this story involved a cat that did, in fact, travel from New Plymouth to South Korea via a container ship, said the campaign.


Credits

Client: Kiwibank

Agency: Special

Prod co: Finch

Director: Zia Mandviwalla

Sound: Liquid

Media: OMD

 

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