Episode 16: Big Ideas on a Small Budget: ASB’s Creative Leap into Gen A
This week, Steph from Cue Marketing and Ben from Human Digital crack open a story you wouldn’t expect from the world of banking; a handcrafted kids’ content series built inside ASB. Yep, puppets, original songs, TVNZ studios… the works. Social & Content Lead Hamish Russell joins the show to unpack how a bank made one of the most delightfully creative education projects in New Zealand. If you think financial services kills creativity, prepare to backspace that opinion.
What You’ll Learn in This Episode
Why Creativity Doesn’t Die in Banks
How ASB carved out pockets of creativity inside a high-risk, compliance-heavy environment.
Turning an In-School Programme Into a Digital Content IP
The inside story of how GetWise became The Big Little GetWise Show — and why no one asked for it (but everyone loves it).
Low Budget ≠ Low Impact
The scrappy funding model, stitched-together resources, and production hacks that made a 9-episode kids’ series possible.
Building In-House Capability for Brand Storytelling
How ASB is shifting more creative, content, and strategy into their own team — and what marketers can learn from it.
Finding the ‘Safe Cracks’ in Risk-Averse Businesses
Hamish explains how to innovate without triggering the compliance klaxons.
Using Social to Drive Genuine Value (Not Product Push)
A masterclass in value-exchange content for young audiences, teachers, and parents.
Evergreen Content as Brand Equity
Why educational content with longevity is a long-play winner for brand affinity.
Bonus Nuggets
That retro 90s infomercial Long White campaign… toot or boot? (Spoiler: boot.)
Coca-Cola’s AI Christmas ad and why the internet loves/hates it.
The existential crisis of Ben’s “metaphorical” Christmas tree.
A progressive dinner involving tequila, smashed plates, X-rated games, and Steph dressed as an avocado.
The new ChatGPT Atlas browser and whether it’s about to fill out your forms for you.
Deposit books, childhood bank propaganda, and how brand loyalty forms before you can tie your shoes.
Why Listen?
If you're a marketer tired of hearing “we can’t do that because… risk,” this episode is proof that creativity can survive — and even thrive — inside the strictest industries. Hamish shows how ASB built an entire kids’ content universe by blending research, cultural insight, in-house skills, and clever navigation of internal approvals. It’s a killer example of brand equity building without selling, and a must-listen for anyone working in financial services, social strategy, education, brand building, or content creation on a shoestring budget.
Chapters
00:00 – Welcome Back
Ben and Steph check in: couches, home office heatwaves, and very minimal Christmas décor.
02:30 – Progressive Dinners & French 75s
Steph recaps a wildly on-brand neighbourhood soirée.
07:00 – Campaigns of the Week
Long White’s “Sugar Liquidation” gets a roasting; Coca-Cola’s AI Christmas ad gets an eyebrow raise.
11:00 – The New ChatGPT Browser
Ben nerds out about ChatGPT Atlas and automated browsing.
13:20 – Introducing Hamish from ASB
Fresh off the TMC Marketers Day stage.
16:00 – Creativity Within a Bank? Yep.
How Hamish finds “safe creative cracks” in a risk-heavy environment.
21:00 – What Is GetWise?
ASB’s long-standing youth financial literacy programme.
27:00 – Turning GetWise Into a Show
Why ASB built a kids’ content series from scratch — and how.
31:00 – Funding a Series With No Budget
Hamish’s “cap in hand” tour across departments.
34:00 – No AI, All Handmade
Why the team refused AI for this project — and channelled 80s/90s kids’ TV instead.
36:30 – Crafting High-Quality Social Content
Proving that social doesn’t have to be lo-fi to perform.
37:45 – KPIs, Early Results & Teacher Feedback
What success looks like for season one.
43:00 – Will There Be a Season Two?
Hamish spills on early plans and wider funding conversations.
48:00 – Wrap-Up & Final Thoughts
Creativity in banking: officially not dead.
New Zealand