Nimble's Millennial Ash and pet rabbit Rodney

2 March 2021

Creative Agency: Cyclone

6 3
Cyclone Creative Agency and Monster & Bear.

Australian lender Nimble launched a brand campaign in partnership with Cyclone Creative Agency and Monster & Bear, introducing characters Millennial Ash and pet rabbit Rodney.

2020 was a blow to consumer confidence nationwide, with COVID derailing financial security in households across the country. The campaign presents Nimble as the ‘lender in your corner’ – a brand pivot facilitated by a fresh TV presence that is both a departure from the iconic bunny suit days, and a nod to the brand’s distinct and long-standing quirk.

Ahead of the release of its new product offering, the campaign introduces the fresh face of Nimble, Millennial Ash – a quick-witted and relatable figure who uses her unlikely friendship with pet rabbit, Rodney, to anchor the brand in a new sense of relatability, authenticity and humour.

Bringing the brand’s promise – fast and simple finance – to life, the campaign uses strong branding, quirky humour and accessible language to reaffirm Nimble as a responsible lender helping Australian’s level out their life expenses, particularly in a post-COVID world.

“It’s been so refreshing and rewarding to work with a brand that is adamant about making a positive change, both internally and in their industry. We’re really excited to be leading Nimble’s brand pivot with this unique campaign, something that’s in stark contrast to its past campaigns but still captures the wonderful wit that Australia has come to know and love about the brand. And we’re just so proud of what Cyclone and Nimble have created together.” says Leslie Preyer, Creative Director at Cyclone Creative.

Set entirely in a branded studio, the campaign’s aim is to bolster Nimble’s distinction and recall, impressing upon its audience the brand’s refreshing approach to lending.

Oonagh Flanagan, Chief Product & Marketing Officer at Nimble: “Nimble is known for its speed and convenience. Our new campaign showcases our brand pivot and wide range of solutions that will help consumers stay in financial control, quickly and easily. Everyone can relate to Ash and her adorable sidekick Rodney who are having to deal with life’s expected and unexpected events, and Cyclone has done an amazing job bringing it to life in our new campaign.” 

The campaign comprises of 30, 15 and 6-second TV ads, live now on TV screens across

Client: Nimble
Managing Director & CEO: Gavin Slater
Chief Product & Marketing Officer: Oonagh Flanagan
Senior Brand & Marketing Manager: Sabine Leiteritz
Creative Agency: Cyclone Creative
Managing Partner: Christian Vasquez
Managing Partner: Sam Hooper
Creative & Art Director: Leslie Preyer
Copywriter: Millie Lester
Account Manager: Lucy Ingram
Producer: Lauren Napthine
Designers: Hanh Nguyen & Kajen Karunanethy
Production House: Monster & Bear
Director: Julian Lucas
Creative Director: Sarah Hickey
Senior Producer: Jessica Pearce
Assistant Director: Madeline French
Director of Photography: Josh Mitchell-Frey
Editors: Sam McCarthy and Adrian Horsman
Composition: Jordan Gilmour

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