Let's get growing - Sharesies | Clapboard Ad Archive
Sharesies’ 2021 campaign Let’s get growing, created by BMF for the Australian market, marked a decisive turn in how finance brands speak to would-be investors, stripping away jargon-heavy conventions in favor of a visual lexicon that centers growth as both metaphor and invitation. Positioned against legacy players like CommSec with their established heritage and advanced research tools, as well as contemporary rivals such as SelfWealth, nabtrade, and Raiz, Sharesies channels a millennial sensibility that demystifies the complexities of investing, speaking directly to digitally native, first-time investors often overlooked by traditional financial communications. The core strategy hinges on reframing investing from a high-barrier, expert-only pursuit into a relatable, actionable opportunity for everyday Australians, thereby positioning the platform as a partner in personal financial empowerment rather than simply a transactional service. In the lead film asset, SHARESIES DRIVING 30", the agency leverages an execution the Clapboard taxonomy identifies as FORMAT#9—Symbolize the Benefit, deploying clear visual shorthand—likely featuring growth motifs such as burgeoning plants, rising graphs, or other visual metaphors for accumulation—to crystallize the intangible promise of financial growth, bypassing literal product demonstrations or testimonial formats in favor of a universally understood language of progress. Without the crutches of celebrity, humor, or heavy narrative, the campaign focuses obsessively on the psychological friction that holds audiences back, making participation in wealth-building feel straightforward and inclusive. Across all assets, Sharesies is framed less as a disruptor competing on cost or technological novelty, and more as an enabler building confidence, trust, and a sense of possibility for a generation entering the investment landscape on their own terms. In the context of a market crowded with brands that either compete on fees or lean on the authority of institutional parentage, the Sharesies campaign signals a strategic bet on design, clarity, and emotional accessibility—meaningful differentiators in a category not known for approachability. The visual storytelling and pared-back messaging position Sharesies as the entryway to financial growth, echoing cues from challenger fintech and micro-investing brands but rendered with the production value and clarity demanded by a mass-market play. Clapboard rates this 49/100 in its global creative archive. This campaign matters to the industry because it demonstrates the potency of symbolic visual shorthand in lowering entry barriers, reminding finance marketers that approachable storytelling can unlock new market segments.
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