Giving kids financial responsibility can be a daunting task, especially in a world dominated by digital transactions. Striking a balance between imparting essential money skills and fostering a sense of financial freedom for kids, all while ensuring parents retain control, is a complex challenge.
Our strategy aimed to redefine financial education for kids by emphasising the feeling of financial freedom within the boundaries of parental control. We envisioned a 30-second ad that not only captured a child's imagination, but also conveyed the idea that the Kite Kids Card offers a genuine sense/feeling of financial independence. Our goal was to showcase that the Kite Kids Card isn't just a card; it's a key to unlocking the initial joys of financial freedom, all while assuring parents of the safety and control they desire.
The execution involved infusing the ad with humour and heart to make it relatable for both children and parents. Through vibrant visuals and relatable scenarios, we positioned the card as a source of empowerment and independence. Humorous scenarios relating to how Kids might dream of using money are carefully integrated, for example the human insight that kids want to act like adults (hence a scene getting his non-existent beard shaved at a barbers. It conveys to parents that the sense of financial freedom given to their children is well within the safety parameters set by them, making it an uplifting and controlled experience.