Airwallex positions itself as the ‘Future of Finance’ as it takes a wrecking ball to the ways of old
Sam Geer: 'The campaign is as creative and cohesive as it gets - by harnessing the full power of digital, social and high-impact, out-of-home advertising mediums, we’re ensuring this message cuts through to businesses everywhere.'
Airwallex has launched a new brand campaign positioning itself as the “Future of Finance” and urging businesses to move on from legacy banking systems.
Developed with Special and supported by media strategy from Accenture Song, the campaign features six films showing outdated financial processes being destroyed by heavy machinery, before introducing Airwallex’s platform of products, including faster FX transfers, instant international accounts, AI-powered spend management and lower-fee payments.
Andrew Balint, VP of Marketing, Airwallex APAC, said the campaign aims to show business leaders they no longer need to rely on outdated systems.
“Airwallex isn’t simply redefining finance, we’re reimagining it from the ground up. Our infrastructure and software combine advanced AI smarts with world-class technology to deliver a next-generation global financial operating system.
“With high-yield global accounts, and AI enhanced products, businesses are responding. The proof is in the data: $900 million annualised revenue, $200 billion in transaction volume, and 13,000+ new customers in Q2 2025 alone. This campaign is about bringing that momentum to the world. With Airwallex, the Future of Finance isn’t tomorrow, it’s here today.”
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Dave Hartmann, Strategy Partner at Special, said, “We’ve had so much fun building this new partnership with the excellent Airwallex team.
"From the start, we tasked ourselves with creating work that felt anti-category - bold, distinctive and proudly un-finance.”
The creative will run across BVOD, SVOD, YouTube, XTrackTV, Qantas In-Flight, social platforms including TikTok, Instagram, Facebook and LinkedIn, as well as display, and large-format out-of-home in airports, offices and transit hubs.
“Airwallex is rewriting the rules of business finance, and this campaign demanded a media strategy just as bold," Sam Geer, Managing Director for Media at Accenture Song ANZ, said.
"The campaign is as creative and cohesive as it gets - by harnessing the full power of digital, social and high-impact, out-of-home advertising mediums, we’re ensuring this message cuts through to businesses everywhere.”
