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By Gillian West, Social media manager

March 4, 2013 | 2 min read

ASB bank has engaged Saatchi & Saatchi New Zealand for a new campaign encouraging New Zealanders to acknowledge and celebrate their successes.

The campaign follows research conducted by the bank which found New Zealanders were often reluctant to celebrate their achievements, over half (53 per cent) said they did nothing to celebrate getting a new job and just 10 per cent did anything significant to celebrate the birth of a child.

“In a world of hard work and high expectations, it’s so easy to overlook the daily triumph,” commented ASB’s general manager for brand experience, Anna Curzon.

“We hope the campaign’s humorous approach will help encourage everyone to focus on celebrating the smaller successes in life because they really do matter.”

Star of stage and screen Brian Blessed features in the ads in a bid to help New Zealanders embrace the power of positivity.

Slade Gill, Saatchi & Saatchi creative director, added: “The first thing Brian Blessed said to me when he arrived in New Zealand was, "I believe in this message. I have lived my life by this message all the way to the top of Mount Everest, and therefore I have endeavoured to memorise every f$#@! line." The man knew the campaign was bigger than just serving up a wacky character, and that gave all of us immense confidence.”

Bank Brian Blessed

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