Creating a Campaign That Breaks Through and Stays Current

The rapidly-expanding mobile bank Current needed a campaign that authentically connected with its Gen-Z community. Their particular target audience feels disconnected from traditional brick-and-mortar banking and is looking for a mobile solution geared toward creators. By showcasing how Current is a more modern solution that helps creators stay in the moment, we were able to position Current as the Gen-Z bank of choice.

Our DRTV campaign shows the daily hustle of a rising content-creator, Keshawn, as he uses Current’s tools, services, and perks to his advantage. The entire process was completely collaborative. We worked with @keyshawntheking to compose an original song and create something similar to what he would actually make for his social media pages. By offering Current’s social platform as a creative voice for Gen-Z and their influencer community, we established Current as the future of banking for Gen-Z.