Mr Humfreez



In 2018 ANZ made a significant commitment in helping to solve one of New Zealand’s most serious and overlooked societal problems – the health of our homes. Through a $100 million commitment to interest-free lending, Healthy Homes offered home loan top-ups for heating and insulation, to all ANZ customers.

However if people didn’t understand the problem, this generous commitment went unnoticed, unappreciated, and unused.

TBWA\ designed and created Mr. Humfreez to disrupt the apathy towards this problem and educate Kiwis about what a healthy home looks like. This led to a significant and immediate uplift in product interest and brand consideration, and a return on investment that far exceeded that of previous home loan advertising.


Product, TV, OLV, AV, Digital, Social, Website, OOH, Responsive OOH, Branch, EDM, PR, Schools Programme


D&AD 2020

Direct Innovation – Yellow Pencil
Direct Mail – Wood Pencil
Product Design Promotional – Wood Pencil

Axis 2020

Product Design Non Tech – Gold
For Good – Silver
Brand Experience and Activation – Silver
Direct Physical – Bronze

NZ Effies 2020

Most Effective Integrated Campaign – Gold
Best Strategic Thinking – Silver
Consumer Services – Bronze
Most Effective Client of the Year | ANZ Bank

Best Design Awards 2020

Public Good – Silver
Value of Design – Bronze

NZ Banking Innovations Awards 2020

Best Marketing Campaign – Gold

Pride In Print Awards 2020

Industry Development and Creativity – Highly Commended

Spikes Asia 2021

Direct – Gold
Design – Environmental Social Impact – Bronze
Brand Experience and Activation – Bronze
Healthcare – Brand Led Education and Awareness – Bronze

Award Awards 2020

Brand Innovation – Brand Engagement – Gold
Creativity for Good – Product Design – Gold
Product Design – Product Innovation – Gold
Direct – Direct Innovation – Silver
Product Design – Sustainable – Silver
Direct – Direct Response Integrated Campaigns- Bronze

Caples 2021

Radical New Strategy – Gold
Innovation – Gold
Direct Mail – Silver
Integrated – Silver


Melanoma Font

How hiding our message in plain sight got New Zealanders looking.