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Faced with some stiff reputational headwinds, ANZ tasked TBWA\ with communicating the work they do in the community to Kiwis, in a meaningful and authentic way.

We did this by focusing our approach on an area of the community ANZ were already well known and respected for – sport.

By reframing ANZ’s role in sport, by aligning it to the broader role of sport in New Zealand, our Good Sports initiative connected with Kiwis on a huge scale. We saw immediate shifts in how positively Kiwis felt towards the brand.

This was achieved through an epic film-led campaign, as well as by reinventing ANZ’s sports grants programme under the banner of ‘Good Sports’.


Strategy, Creative Development, Activation, PR, Production


TV, OLV, AV, Digital, Social, OOH, Branch, EDM, PR, Sponsorship Grants

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