REFRAMING FIRST HOME BUYERS AS NEW ZEALAND’S LATEST ENDANGERED SPECIES.

SBS Bank is one of New Zealand's oldest banks. They’ve been around for 154 years, yet they’ve only got 1-2% national awareness.

On a path to become one of New Zealand’s most loved Kiwi-owned banks, we helped them realise their purpose of helping all Kiwis find a place to call home, into a widely celebrated national campaign all New Zealanders could get behind.

As a member-owned, independent bank – the more Kiwis who grow their savings with SBS Bank, the more support they can provide first home buyers. So, we rallied the nation around the struggles young first home buyers experience getting into their own place – highlighting their dwindling numbers and threat of extinction.

Leveraging the insight that ingrained in the DNA of every Kiwi, is the instinct to protect our most precious endangered species. We invited an older generation of Kiwis to not only grow their savings with SBS Bank, but also help support first home buyers in the process.

Working tightly in collaboration with Jamie Lawrence from Scoundrel, and Troy Goodall from Match Artists we brought the campaign to life through a range of different mediums which were launched on September 18th 2023 with results yet to be received. The work positions SBS Bank as Kiwi Dream Conservationists—the team dedicated to conserving the dream of home ownership and in doing so solidifying SBS Banks’s positioning ‘Bank With Heart’.