Where Good, Returns

To encourage Kiwis to switch their KiwiSaver to Pathfinder’s ethical investment fund, we created a new brand platform ‘Where good, returns’. The campaign went live in 2023 with an upbeat 30” hero ad, featuring our hero Blake. It made people take note about how investing their KiwiSaver ethically can have good returns for both the planet, and their wallet. Fast-forward to 2025. Global events have led to significant change in the world. The mood has changed since the Blake spot. We needed to change tact, drive emotion and transform the anxiety of recent events into a sense of relief and empowerment for consumers, when they switch KiwiSaver.