Reframing Airwallex as the defiant alternative to outdated banking

Airwallex set out to grow awareness and consideration among Australian SMEs and Entreprises. Despite strong advocacy from existing customers, Airwallex remained under-recognised — and when it was recognised, it was often misunderstood as simply an FX platform.

The truth is, Airwallex is a comprehensive all-in-one platform for modern, growing businesses, replaced the frustrating, cumbersome systems that make global commerce harder than it should be. 

Our strategy centred on empathy and defiance: connecting with customers through the shared pain of “clunky” financial tools and celebrating Airwallex’s belief that better is possible. 

The campaign shows the joy of destroying the old and outdated, positioning Airwallex as the modern, borderless way to do business finance.

‍

‍