ASB Revives Kashin Elephant for Youth Financial Literacy Campaign

New Zealand bank ASB has launched its Youth Financial Literacy campaign, a fully integrated, multi-channel platform marking 150 years of ASB’s commitment to helping young New Zealanders become more confident with money.

Created by Droga5 ANZ, part of Accenture Song, the campaign sees the return of the iconic moneybox. With the objective to give a generation a head start to confidently take on the world, by arming kids with financial know-how, ASB aims to accelerate their ability to get ahead.

For generations, ASB has been at the forefront of youth financial education -- from opening a penny bank in the late 1800s to leading the charge with the award-winning GetWise school’s programme.

To celebrate this milestone and demonstrate their commitment to the youth of NZ, the bank is reconnecting with one of its most beloved icons -- Kashin the elephant -- to inspire a new generation of Kiwi kids to get financially confident.

Droga5 ANZ CCO Damon Stapleton explained Kashin has "always had a special place in New Zealanders’ hearts."

"This campaign takes that legacy and evolves it -- from a fond memory into something that inspires today’s kids and families," Damon said.

"By reimagining Kashin for a new era, we’re continuing ASB’s journey of helping every generation feel confident about getting ahead.”

The initiative, which runs nationwide across multiple platforms, unfolded in three key phases. In September, ASB re-cemented its legacy through beloved brand characters Ben and Amy to celebrate “Helping kids get one step ahead for 150 years”.

In October, Kashin took over and was reintroduced as a symbol of money confidence who helps kids understand why learning money skills matters. This month, the focus shifts to encouraging young Kiwi to open a Headstart account and receive a limited-edition commemorative Kashin money box.

ASB CMO Helen Fitzsimons said the campaign continues 150 years of ASB helping "young New Zealanders take their first steps toward financial confidence."

"We’re incredibly proud of this heritage and our ongoing commitment to supporting youth financial literacy through initiatives like GetWise and Headstart," Helen said.

"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.”

The campaign spans TV, cinema, outdoor, digital, radio, social and in-branch experiences, supported by internal communications, along with media partnerships led by Initiative Aotearoa, including Seven Sharp, TV1 and TV2 bespoke idents, and The Hits radio promotions.

Highlights include a bespoke cinema animation where Kashin floats out of the ad and turns off the cinema lights; a full 3D installation takeover on Auckland’s Karangahape Road celebrating ASB’s 150 years; double-decker bus wraps across Auckland, Wellington and Christchurch; and an animated TVC featuring Kashin and the limited-edition money box.