TSB Bank - 175 Years.

Background.

2025 marked a milestone few New Zealand businesses can claim 175 years of independence. TSB is the country’s longest-standing NZ-owned bank, but many Kiwis didn’t know this story.

TSB asked Strategy Collective to create a nationwide campaign that would celebrate its legacy, strengthen national awareness, and reinforce its future-focused, people-first position.

The Challenge.

How do you turn a 175-year history into something that feels relevant, modern, and inspiring for today’s ambitious, digitally fluent New Zealanders.

The Idea.

“We’ve come a long way together, New Zealand.”

This line celebrated TSB’s journey alongside generations of Kiwis, turning history into shared progress. It carried both national scale and local warmth, reinforcing TSB’s enduring promise: still putting people over profits.

Why It Worked.

Unified Line: “We’ve come a long way together, New Zealand” tied legacy and progress into one emotive, inclusive message.
Cross-Channel Storytelling: From hero film to snackable social, the message scaled across audiences and contexts.

Hero Video.

A cinematic brand video told the story of 175 years of progress and people-first values — positioning TSB as both legacy-rich and future-ready.

Out-of-Home (OOH).

Large-format placements nationwide but in the main mets also built national visibility, while community-led sites in Taranaki brought the milestone close to home.

Social Films.

To connect with time-poor, digitally fluent audiences, we created short-form cutdowns:

Social Trends: playful, thumb-stopping edits linking TSB’s longevity with modern culture.

Life’s Easier: showing the practical, everyday benefits of banking with a people-first institution.

Digital & PR Activation.

Social and programmatic video drove audiences to “About Us” and “Join Us” pages.