Taking dreams off inspiration boards and into reality.
Fintech lender Plenti has partnered with Howatson+Company to launch a new campaign that aims to inspire Australians to stop putting their big ideas on hold and instead make them real.
Destroy Your Dreams is the first work Howatson+Company has launched for Plenti, since coming on board in June. The campaign rolls out across Pinterest, Facebook, Instagram and YouTube until January 2022.
It taps into people using inspiration boards on social media sites, including Pinterest and Instagram, to plan their dreams. From home renovations and green upgrades to weddings and cars, many of these dreams have remained just that, living inside boards and not brought to life.
Howatson+Company ECD Gavin Chimes says the campaign inspires action.
“We all have that Pinterest board that’s gathering digital dust. A dream reno, the perfect wedding. This campaign is about shaking people out of their complacency and inspiring them to take action.”
The hero film depicts blowing up dreams. It features a romantically-cinematic track that elevates explosions into things of beauty, not just destruction. Howatson+Company looked at classic Western films for inspiration and reached out to Rumble to help create the soundtrack. Together, they found a Spanish composer and crafted the lyrics and melody.
Plenti’s head of marketing Samantha Saunders says the creative takes risks.
“Plenti is the biggest fintech lender in the country: we were founded seven years ago and we're an established business, but our brand is young and still relatively new to the consumer marketplace,” says Saunders.
“We needed a cut-through brand campaign that would resonate with our affluent customer base. As a modern lender, with modern customers, we were prepared to take risks with the creative, so long as the work reflected who we are and where we’re going.”
Plenti has also released a suite of product films, social assets and is facilitating a Destroy Your Dreams consumer promo.
Credits:
Client: Plenti
Agency: Howatson+Company
Production Company: Scoundrel
Director: James Dive
Exec Producer: Adrian Shapiro
Producer: Julianne Shelton
DOP: Ross Giardina
Prod Designer: Sam Lukins
Editor: Dan Lee
Post Prod: ARC
Music & Sound: Rumble Studios
