CHE Proximity launches Masterbrand campaign for Latitude

11 November 2019

Creative Agency: CHE Proximity

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The campaign introduces Latitude’s new brand position of ‘Partners in Money'.

Latitude and CHE Proximity have launched a new campaign across Australia and New Zealand.

Marking a move to a Masterbrand approach, the campaign introduces Latitude’s new brand position of ‘Partners in Money’ as it evolves into an innovative online payments, instalments and lending business.

The integrated campaign draws on the idea of a partnership that recognises Aussies and Kiwis want to be good with money and have a real partnership with their financial provider.

The essence of this partnership is summed up in one word: Let’s, a declaration that Latitude and their customers work together. Let’s is about creating and continuing a conversation about life’s opportunities, money and acting responsibly.

“The new Latitude campaign enabled us to showcase how we have brought all of our key products, including our new payments offering, LatitudePay, into one Latitude Masterbrand," Latitude general manager of marketing Caroline Ruddick says.

"We are excited about this next stage of our evolution as we deliver outstanding consumer experiences and help our merchant partners grow their businesses. ‘Let’s’ is the catalyst for starting something together, in a partnership.”

Directed by award-winning directors, Los Pérez, the 60-second brand film launches today alongside 30-second cutdowns for Personal Loans and LatitudePay.

The films have been created to appear as if on Instagram – paying homage to where their audience finds inspiration and showing how Latitude are a catalyst for turning dreams into reality.

“It’s great to see Latitude using the full scope of our ethos at CHEP of Connected Creativity to reach customers and build a truly modern brand," CHE Proximity chief creative officer Ant White says.

"The creative execution is based on a great media insight that our audience is dreaming in their Instagram feed. The team turned this dream into action, writing multiple spots and executions that will be targeted online to individuals based on their behaviour. Yet, the best part is, all that data and tech detail is hidden behind some great craft and storytelling.”

CHE Proximity creative directors Cameron Bell and Sam Dickson, made special mention of the production effort.

“We spent a lot of time finding the right directorial team to bring the campaign to life. For us, it had to be Los Pérez," they said.

"Their attention to detail, stunning style and unique vision lifted the entire campaign to something we’d struggle to imagine.”

The integrated campaign will roll out in Australia and New Zealand across TV, digital video, OOH and digital display.


Production Division
Directors Los Pérez
Executive Producer Genevieve Triquet
Producer Karen Sproul

Post Production Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Snr VFX Producer: Amy Jarman
Editor: Michael Houlahan
Colourist: Greg ‘Elvis’ Constantaras
Senior Flame Artist: Brad Smith
Lead Compositor: Bertrand Polivka
Compositors: Giselle Hunter, Tim Hannah, Fiona Lu
3D: Chris Norris, Philip Wang, Tim Jarrick, Boris Forman
Music Publishing Anton @ Trailer Media
Music by Sonar Music
Music Producer Leyla Varela
Music EP Sophie Haydon

CHE Proximity
Chief Creative Officer Ant White
Executive Creative Director Glen Dickson
Creative Director Sam Dickson
Creative Director Cam Bell
Senior Producer – Department Lead Jen Livingston
Chief Strategy Officer David Halter
Director – Brand David Warren
Chief Operating Officer Andrew Drougas
Group Account Director Thomas Penn
Account Director Kenyon Marais
Account Director Sarah Robertshaw
Account Manager Lotty Tucker

Latitude Financial Services
General Manager of Marketing Caroline Ruddick
Head of Loans Marketing Matthew Wickham
Relationship Marketing Manager Mark Jones
Marketing Manager Rachel Clarke

Media planning and buying
CHE Proximity

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