Kiwibank Launches 'Bank Kiwi' Platform with Green-Wooled Sheep, Buck

Kiwibank has launched 'Bank Kiwi', the next evolution of its brand platform and customer movement designed to challenge the status quo of banking in New Zealand. At the heart of the launch is Buck -- an unlikely new face of banking and a green-wooled sheep who refuses to follow the flock.

Created by Kiwibank and their fully Kiwi-owned independent collective, including Special, Together, DNA, and TRA, the integrated campaign marks a significant moment as the bank approaches its 25th year.

The platform is grounded in a simple but bold idea: banking in New Zealand too often works better for the system rather than for the customer. It’s a belief backed by a striking reality: Kiwibank estimates that Kiwi households and businesses could be missing out on around $500 million in interest every year simply by not meeting the conditions on their savings accounts.

It builds on Kiwibank’s challenger spirit and demonstrates how that founding purpose continues to shape the bank today.

That spirit comes to life through Buck. While most sheep are known for following the flock, Buck chose her own path. Curious, bold, and optimistic, Buck is determined to find something better; she embodies the idea that progress starts when someone decides not to accept the status quo.

Buck’s story is one many New Zealanders will recognise. Whether it’s taking a different path, backing yourself, or making a choice that leads to something better, she represents the belief that meaningful progress often begins with a simple decision to do things differently.

The character was created by Auckland-based Fathom VFX, whose team spent months bringing Buck to life using advanced CGI. More than four million individual strands of wool were crafted to create her distinctive green coat, showcasing the depth of local creative talent behind the campaign.

The launch also reflects Kiwibank’s ongoing commitment to investing in New Zealand creativity. While automation and AI will play a role in some future applications, the campaign has been built around a distinctly human and local creative approach, drawing on New Zealand agencies, voice artists, musicians and production partners.

Simon Hofmann, general manager brand and marketing at Kiwibank, said, “'Bank Kiwi' brings together what Kiwibank stands for with what we’re asking New Zealanders to do: choose a bank that’s committed to making Kiwi better off.

"It’s a platform built on our belief that challenging the status quo creates better outcomes for customers, communities, and New Zealand. Buck captures that spirit perfectly. She’s a reminder that progress often starts when someone chooses a different path, and that’s been at the heart of Kiwibank since day one.”

This platform, developed under the leadership of Erica Beagley, Kiwibank’s head of brand, is proof of what happens when great Kiwi talent comes together behind a shared ambition.

“We have some of the best creative and strategic minds in New Zealand working together to create something that feels world-class and distinctly Kiwi," Erica said.

"Seeing the reaction to Buck has been incredibly rewarding; from requests for merchandise and backstories to suggestions that she deserves her own movie. It's a credit to the imagination and craft of the people who brought her to life."

Speaking on behalf of the NZ independent agency collective, Pen Brown, one of Together’s managing partners, and Rory Gallery, partner and chief strategist at Special NZ, said, “Kiwibank has always had a clear reason to exist, but 'Bank Kiwi' is about making that reason felt. It’s a platform designed to connect Kiwibank’s founding purpose with the people it exists to serve.

"Buck captures something deeply human -- the drive to make progress and create a better future for ourselves. Through a distinctive and relatable character supported by a media strategy that meets people where they are, we’ve created a story that is both memorable and meaningful.”

Director Jamie Lawrence added, “I grew up as the kid who didn’t quite fit the flock either, so Buck felt personal from day one. She’s joyful, unapologetically different, and completely herself in a world that wasn’t necessarily built for her.

What started as a brief about a green sheep became a story about individuality, ambition, and believing there’s a better way forward. That’s what made it such a special project to work on.”