A lot of Australians want to do more with their money but a large proportion still think that the full range of investment choices is only available to a select few. Colonial State First (CFS) and It’s Friday have released a campaign to break that perception and show that CFS offers every Australian a large choice of investment options whether they’re saving, investing, or planning their retirement.

Josh Grace, chief customer officer at CFS, explained, “It’s time to break the perception that only a select few can access the world’s best investment managers. CFS want Australians to know that they don’t have to be held back. No matter their life stage or goals, we have pro-grade investment choices that will open their eyes to bigger and better ways to unleash the potential of their money.”

The campaign has launched with four films, each focussed on someone with a specific financial investment ambition and seemingly resigned to limited options:

Pete Bosilkovski, chief executive officer of It’s Friday, stated, “Surprisingly many Aussies have a passive relationship with their finances. It’s often left in the too hard basket or has a misconnection that you can’t get access to the best products that can make your money work harder for you. Yet, most Aussies want to unleash boldly in their second half but fall short on making it happen.

“Sometimes all people need is a little encouragement and motivation to stir something deep inside them and see the light. That’s the genius thing about this campaign. Earlier this year, we reframed retirement inspiring Aussies to unleash their second half. Now, we inspire Aussies on how they can make it happen with pro-grade product choices in investment, superannuation, and retirement that CFS FirstChoice has to offer them.”

Vince Lagana, chief creative officer of It’s Friday, added, “Retail investment messages are often quite straight and bland. But CFS’s pro-grade choices aren’t ordinary choices. They deserve a grand introduction that excites people. While also serving to remind them that CFS isn’t just there for retirement planning. It’s for every life stage and every investor who wants to thrive.”

The campaign has launched during the World Cup, and will run across broadcast, digital, social and CFS’s owned channels.

Credits
Client: Colonial First State
Creative Agency: It’s Friday
Media Agency: Speed

Production Company: Rabbit
Director: Al Morrow
Edit: Laurence van Camp @ The Editors 
Sound: Squeak E Clean Studios
Colourist: Ben Eagleton