Despite a comprehensive education system that covers various subjects, financial literacy often remains a neglected aspect of a child’s education. A new campaign by creative agency Haymaker in collaboration with the family banking app Greenlight aims to shed light on the importance of raising financially savvy children.
Titled “Bring Your Family into the Financial Future,” the campaign addresses the common challenge of teaching kids about money, employing a blend of humor, nostalgia, and education to contrast old-fashioned financial practices with modern ones.
“At Greenlight, we’re always looking for ways to build meaningful connections with parents so we can empower them to raise financially smart kids,” said Devin Zimmerman, VP of Brand at Greenlight. “Our new TV campaign marks the latest step in our creative evolution as a brand — using humor and nostalgia to relate to today’s generation of parents while demonstrating the importance of financial literacy in building brighter futures for their families.”
The centerpiece of the campaign is a 30-second spot that showcases a family at home. The children are seen using their Greenlight apps, proudly discussing chores, allowances, savings goals, and investment learning. The grandfather is amazed and reminisces about the old days when people used to stash money under the mattress. The campaign takes a humorous twist as the family is transported back in time to the grandpa’s bedroom, revealing that keeping money in a mattress is not the best financial strategy. Watch below:
In addition to the main spot, the campaign features four 15-second spots and 6-second clips that will run on TV and social platforms. These spots comically depict the differences between old and modern money management practices:
Vacuum Tube: Depicting the use of vacuum tubes for check deposits versus Greenlight’s direct deposit.
Payphone: Showing the use of a payphone for location sharing versus Greenlight’s safety features.
Crickets: Illustrating the lack of knowledge about investing versus using Greenlight for investment.
Coin Jar: Comparing the practice of keeping allowance money in a jar with getting paid through Greenlight.
REELated:
“When I explain to people what Greenlight is, there isn’t one person who doesn’t say ‘I wish I had that when I was a kid,’” said Natasha Hugeback, Creative Director at HAYMAKER. “Learning about money is such a powerful tool and it’s refreshing to work on a brand that is so passionate about leveling the playing field when it comes to financial literacy for all.”
The campaign is currently live on television and social media platforms. Haymaker and Greenlight have previously collaborated on successful campaigns, including “Invest in Your Best Investment” and a Super Bowl spot featuring Ty Burrell.
CREDITS:
BRAND: Greenlight
- VP of Brand: Devin Zimmerman
- Creative Director: Helen Dear
- Content Manager: Stephanie Zajac
- Director, Brand Operations: Allie Hansen
- Art Director: Caroline Shyu
- Senior Growth Marketing Manager: Anna Stone
- VP of Growth Marketing: Sasha Poljsak
- Social Media Manager: Nicole Hamilton
AGENCY: HAYMAKER
- Co-Founder and Chief Creative Officer: Jay Kamath
- Co-Founder and Chief Strategy Officer: Matt Johnson
- Head of Brand and Partner: Laura Hoffman
- Senior Producer: Sophie Taylor
- Creative Director: Natasha Hugeback
- Design Director: Jorge Andrade
- Strategy Director: Chelsea Gilroy
- Senior Brand Manager: Gianna Nardi
- Art Director: Leslie Lechner
- Brand Coordinator: Dillon Barnes
American Production Company: Epoch
- Director: Ruganzu “Riggs” Howard
- Founding Partner: Mindy Goldberg
- Executive Producer and Managing Partner: Melissa Culligan
- Senior Executive Producer: Megan Murphree
- Executive Producer: Jacki Calleiro
- Producer: Whitney Jackson
- Head of Production: Tina Bianchini
Canadian Production Company: Skin and Bones
- Owner and Executive Producer: Liane Thomas
- Executive Producer: Joan Bell
- Chief Financial Officer: Terry Coffin
- Sales & Culture: Daria Bajus
- Office Manager: Max Wheatley
- Vault Manager & Visuals: Sam Hughes
- Producer: Maeg McGregor
- Associate Producer: Natalie Panacci
EDIT and VFX: MAKCUT
- Executive Producer: Gina Pagano
- Editor: Pamela Petruski
- VFX Supervisor: Joseph Miller
MEDIA: Tatari
Follow us on Facebook and Instagram
