Living in Australia is a very tough for many people, especially the younger generations, trying to buy a home and establish their future. The old ways of growing wealth are becoming further and further out of reach. So how does a generation without the ability to easily break into the world’s most challenging property market find a way to get ahead?
72andSunny present investment platform, Stake, as a new way forward, with a striking visual metaphor by Collider director, Dylan Duclos. Shot on a vast set designed to represent a maze of confusion and dead ends, the film launches Stake’s new brand platform, Onwards.
72andSunny creative lead, Andy Flemming, commented, “This was one of those jobs where everything just came together. We wanted to capture the corporate claustrophobia of Severance and Dylan did just that. The one-line idea was ‘the light at the end of the tunnel’ and he really delivered.”
“Onwards is bigger than any one product or service. It’s a mindset, one that we see ambitious Australians embracing when faced with the challenging economic environment we’re living in. It says ‘Despite there being genuine difficulties in trying to get ahead these days, there’s still things I can do. Choices I can make.’ And Stake is here to inspire people to make those choices and help put them into action,” stated James Healey, marketing lead at Stake.
72andSunny president, Ross Berthinussen, commented,, “Unaffordable housing, spiraling inflation and a cost-of-living crisis have combined to make it harder than ever before for people to get ahead. The blueprint for progressing in life that worked in the past no longer works today. Stake empowers ambitious people who refuse to accept this stagnation to take control with a range of easy-to-use ways to manage their wealth. With Stake they can be confident of moving Onwards.”
“The idea that despite any roadblocks standing in your way, there are always things that you can control is inspiring. It hands power back to the individual and allows them to own their path forward. That’s a relevant ideology in all aspects of life,” noted Bryan Wilmot, chief marketing officer at Stake.
The new brand TVC is the first cab off the rank to introduce Onwards to Australia.
The campaign launched on Sunday during the first Australia vs India cricket test. “We’re aiming to reach more Australian’s that are looking for ways to build their wealth,” stated Cameron Roberts, director at Fourteen10, who led the media strategy to amplify the campaign. “With 10% of Australians tuning into Sunday’s match, building out a plan that reflects the scale of the platform idea is an exciting next step in Stake’s mission”.
Stake senior copywriter, Leandro CP, added, “From the outset we wanted something that felt big, both in the scale of the platform idea but also in terms of how we brought it to life. We feel like we’ve achieved this with the team at 72 and Fourteen10. ‘Onwards’ really resonates right now, but it also has legs no matter the market. It’s not just about resilience, it’s about an ongoing focus on what could be next.”
Credits:
Client: Stake
Chief Marketing Officer: Bryan Wilmot
Marketing Lead: James Healey
Senior Copywriter: Leandro CP
Marketing Specialist: Maddison Hemphill-Kingston
Agency: 72andSunny
Production Company: Collider
Director: Dylan Ducloss
DOP: Kieran Fowler
Executive Producer: Georgia Moraitis
Offline Edit: Adam Wills
Post Production: White Chocolate
Sound Studio: Electric Sheep
Media Agency: Fourteen10
