ASB is celebrating a landmark anniversary with the launch of a nationwide campaign dedicated to strengthening youth financial literacy in New Zealand. The initiative, created by Droga5 ANZ (part of Accenture Song), highlights 150 years of the bank’s commitment to helping young New Zealanders build confidence with money — a legacy the institution now reimagines for a new generation.
At the heart of the campaign is the return of a beloved icon: Kashin the elephant. Revived as a symbol of financial confidence, Kashin signals a renewed effort to help Kiwi children understand the value of money skills early in life. For ASB, the goal goes far beyond nostalgia: it aims to give today’s youth a practical head start in a fast-changing world.
ASB’s history in financial education stretches back to the late 1800s, when it opened a penny bank to encourage children to save. Decades later, the bank continued to lead with the award-winning GetWise school programme, designed to equip students across the country with essential financial knowledge. The new campaign is a continuation of this long-standing mission.
Damon Stapleton, chief creative officer at Droga5 ANZ, explains that Kashin has “always had a special place in New Zealanders’ hearts.” The updated campaign, he says, takes that legacy and evolves it “from a fond memory into something that inspires today’s kids and families,” while reinforcing ASB’s role in preparing each generation to take confident steps toward the future.
The rollout spans several phases. It began in September with a message celebrating 150 years of helping young New Zealanders get ahead. In October, Kashin officially returned, taking center stage as a friendly guide encouraging kids to explore money skills. This month, the focus shifts to promoting ASB’s Headstart account, through which young customers can receive a limited-edition commemorative Kashin money box.
ASB chief marketing officer Helen Fitzsimons says the campaign underscores the bank’s heritage and its ongoing dedication to financial literacy. “Bringing Kashin back is a celebration of that journey — a nostalgic reminder for many parents, and a fun, engaging way to inspire a new generation of Kiwi kids to feel confident about money,” she notes.
The initiative is running across television, cinema, outdoor advertising, digital platforms, radio, social media, and in-branch experiences. Media partnerships led by Initiative Aotearoa include integrations with Seven Sharp, bespoke TV idents, radio promotions on The Hits, and a series of immersive experiences. Among the highlights are an original cinema animation where Kashin steps out of the screen to turn off the theatre lights, a 3D installation takeover on Auckland’s Karangahape Road, and double-decker buses wrapped in the campaign’s creative visuals.
Through this expansive effort, ASB reinforces a century-and-a-half of empowering young New Zealanders — and signals a continued commitment to preparing future generations for financial independence.
