With WPP Production and Mindshare.
Ubank is showing young Australians how to manage money in a campaign via Supersolid.
The campaign aims to showcase how Ubank’s simple, smart tools and connected features are designed around life and make it easier to track, plan and stay on top of money, turning uncertainty into clarity.
Ubank chief marketing officer, Sascha Hunt, said that money can often feel complicated or even overwhelming for many young Australians, but it doesn’t have to be that way.
“‘Money Done Better’ is about showing that success with money is within reach for everyone, not just people who feel like they’ve mastered it,” said Hunt.
“Ubank is built around the lives and financial needs of its customers, with connected features, intuitive tools and experiences that make banking simpler, easier and more useful day to day.
“It’s not about being perfect with money. It’s about making things clearer, building confidence, and feeling more in control. Ubank has tools that just make sense for real life.”
Partnering with Supersolid, WPP Production and Mindshare, the campaign is built on the idea that Ubank makes managing money so simple and intuitive that anyone, or anything, can do it.
From a mother duck literally getting her ducks in a row, to ostriches pulling their heads out of the sand and dogs that can finally stop chasing their tails, each character shows what life can look like when money is done better.
Supersolid co-founder and creative director, Alex Newman, said the ambition was to make money feel less overwhelming and put ‘better’ within reach of young Australians.
“We wanted to create a campaign that disarms the pressure and judgement young people feel when a bank talks to them about money,” said Newman.
“That’s the strength of these characters, everyone can see themselves in them, no matter where they are on their financial journey.
“They’re fun, a little quirky and highly relatable, helping turn the complex and often boring parts of money into something more approachable.
“We worked closely with Ubank’s creative, marketing and product teams to understand customers and bring app features to life in a way that feels simple, human and engaging.”
WPP Production led a team of artists, designers and editors, and using a combination of traditional and AI-driven bespoke tools to bring the vision to life.
WPP Production’s managing director Dan Robathan said this campaign shows what’s possible when you combine human craft with generative AI.
“Using WPP Open, we’ve built a rich, character-led world for Ubank, opening up new creative territory while maintaining quality, consistency and strong storytelling,” Robathan said.
Rolling out nationally, the campaign spans across TikTok, Meta, Pinterest, YouTube, BVOD and SVOD, alongside podcast integrations including a bespoke partnership with Two Broke Chicks.
Led by the in-house team, bespoke social creative will span Meta and TikTok, featuring behind-the-scenes content and creator partnerships.
Mindshare client partner, Lee Dobbins, said the strategy is designed to align with moments where audiences are already looking to do better.
“Our approach was to ensure Ubank shows up in the moments where our audience is already thinking about doing better.
“‘Where better is, there’s Ubank’ became a guiding principle, allowing us to connect the brand to real behaviours and contexts across the day.
“By aligning channel, content and intent, we’ve created a campaign that feels both highly relevant and seamlessly integrated into people’s lives, reinforcing Ubank’s role as a partner in making money simpler and more manageable.”
Credits
Client – Ubank
Brand Strategy – Houston
Brand Platform & Creative – Supersolid
- Creative Directors: Jonathon Shannon + Alex Newman
• Director: Simon Robson
Production – WPP Production
- Head of Production Operations: Hayley Cascun
• Craft Lead, Edit & Motion: Sam Martin
• Head of Product & Innovation: Raphael Ruz
• AUNZ Managing Director: Dan Robathan
• Head of Production: Zivy Johnson
• Generative Artists: Bob Connelly, Maddison Biddle, Raoni Lima, Dani Asesnsio
• Retouching, Compositing & Editing: Chealse Vo, Kate Wickenden, Jon Homes, Tim Gill
• Production & Post: Production: Lisa Hammerton, Nancy-Maree Every
• Account Management: Logan Ayers, Shay Wienert
Paid Media – Mindshare
