Meridian wanted to reset itself and launch a new campaign to drive its range of deposit products for 2 targets: new and existing Meridian members, and urban millennials. The solution was a campaign built on the notion that your money should make more of itself. With no previous campaign equities to build on, the challenge was to come up with something new to achieve the breakthrough and awareness we needed. So we created an animated universe, grounded in the corporate brand equity colours, and presented Money in a range of humorous lifestyle scenarios that our target audiences could relate to.The media approach was to “outsmart vs. outspend”. All activity was anchored by a CTA to a new microsite, and complemented by TV, pre-roll, print, digital channels, Go Train OOH, and radio.