ASB Bank: The hub

ASB Bank's new campaign, via Droga5 NZ, launches tonight with a multi-format, comprehensive rebrand - from TVCs, outdoor and digital innovations all the way down to new business cards. The bank has replaced the line 'one step ahead' with 'creating futures'.

The campaign opens nationwide tonight with a 30 second TVC leading to an online site at creatingfutures.co.nz, where two TVCs can be seen before they air a week later. The teaser, called 'The Hub' is an abstract introduction to a myriad of characters and situations to be revealed over time in an identical version of The Hub online as well as TV. The first ad highlights a couple’s struggle with IVF, while the second shows a young boy's efforts to save for a Nintendo, with more to come in the new year.

"We've tried to make everything with much more depth and rich experience than you'd expect from a massive corporate institution," says D5 creative director Corey Chalmers. "Authenticity was hugely important, so every TVC is based on real ASB stories, using real staff where possible, with an activation that brings each idea to life. For example, we've helped create a special IVF program with ASB to help fund hopeful couples. That's a great way to help create a future."

The website is rich with detail using a contemporary 'bullet-time' navigation and in-depth content. "Even the print has a story," says Guy Roberts, co-creative director. "It's not just an ad, it's a canvas for future star illustrators, designers and typographers, complete with their own urls on the ads for people to visit if they love the work. In the near future we'll be launching much more content such as digital brand innovations, unique promotions which blur the lines of TV and online, and surprising ideas that will force you to look at each ad far more carefully."