Afterpay 'Own It' in new brand campaign via 72andSunny

Afterpay has launched its new brand campaign, 'Own It', aimed at celebrating and empowering a new generation of Australians redefining modern payment solutions.

The buy-now-pay-later (BNPL) platform teamed up with creative agency 72andSunny with a brand film that follows a confident protagonist through a reimagined Afterpay purchase moment.

This hyper-stylised campaign showcases Afterpay users as informed, proud, savvy consumers, challenging outdated perceptions of BNPL users.

"Our 'Own It' campaign is not just about making a statement, it's about reshaping the narrative," Joel Moran, Afterpay's VP marketing, international markets, said.

"A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead, and this is what we wanted to highlight. Afterpay is a smart, modern way to pay that empowers users to make confident spending choices. By playing the system, now our customers aren’t the ones being played."

'Own It' has been rolled out across a mix of channels to ensure maximum reach and engagement and has been on television and digital platforms such as Meta, TikTok, YouTube, and Snapchat, as well as BVOD.

An additional push through out-of-home (OOH) is scheduled for March, ensuring the 'Own It' message resonates throughout the year.

"Our goal is to champion those who are 'in the know' and to inspire more Australians to take control of their spending," adds Moran. "We invite everyone to join us in celebrating this new era of financial empowerment."

Credits

Afterpay Team Head of Creative at Cash App + Afterpay: Luke Martin Creative Director: Chris Larcombe Creative Director: Marissa Shirbin Creative Director: Claire Simon Creative Director: Ben Smith Creative Director: Matt Dunn International VP Marketing: Joel Moran International Culture & Partnerships Lead: Evan Hill Porteus International Brand & Integrated Marketing Manager: Bianca Balliro Marketing Strategy, Media & Innovations Lead: Moola Sisaudia Media Manager: William Andrews Creative Operations: Sheena Demby Creative Operations: Christopher Michaels

Agency, Production, Directors & Music: Agency: 72andSunny Production company: Rabbit Founder / EP: Lucas Jenner MD / EP: Alex Hay Director: Matilda Finn Producer / EP: Marcus Butler Line Producer: Martha Mcguirk Service Production: B2Y DOP: Konrad Losch Sound Post: Massive Music Post Production: Alt VFX Music: "Power" by JessB (feat. Sister Nancy & Sampa the Great) Music Supervision: Dan Gibson - Good Time Mgm

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