"A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead."
Buy-now-pay-later (BNPL) platform Afterpay has unveiled the second phase of its brand campaign, 'Own It'.
In collaboration with creative agency 72andSunny, the 'Own It' brand film follows a confident protagonist through a reimagined Afterpay purchase moment. This hyper-stylised narrative showcases Afterpay users as informed, proud, savvy consumers, challenging perceptions of BNPL users.
The brand film is already live on television and digital platforms such as Meta, TikTok, YouTube, and Snapchat, as well as BVOD. An additional push through out-of-home (OOH) is scheduled for March.
Afterpay's VP of marketing for international markets, Joel Moran, said the 'Own It' campaign is not just about making a statement, it's about reshaping the narrative.
"A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead, and this is what we wanted to highlight," he said.
"Our goal is to champion those who are 'in the know' and to inspire more Australians to take control of their spending."
Credits:
Afterpay Team
Head of Creative at Cash App + Afterpay: Luke Martin
Creative Director: Chris Larcombe
Creative Director: Marissa Shirbin
Creative Director: Claire Simon
Creative Director: Ben Smith
Creative Director: Matt Dunn
International VP Marketing: Joel Moran
International Culture & Partnerships Lead: Evan Hill Porteus
International Brand & Integrated Marketing Manager: Bianca Balliro
Marketing Strategy, Media & Innovations Lead: Moola Sisaudia
Media Manager: William Andrews
Creative Operations: Sheena Demby
Creative Operations: Christopher Michaels
Agency, Production, Directors & Music:
Agency: 72andSunny
Production company: Rabbit
Founder / EP: Lucas Jenner
MD / EP: Alex Hay
Director: Matilda Finn
Producer / EP: Marcus Butler
Line Producer: Martha Mcguirk
Service Production: B2Y
DOP: Konrad Losch
Sound Post: Massive Music
Post Production: Alt VFX
Music: "Power" by JessB (feat. Sister Nancy & Sampa the Great)
Music Supervision: Dan Gibson - Good Time Mgm
