Money grows like trees at Haventree Bank
Haventree Bank's new campaign films were directed by This Was Needed at Fela.
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Haventree Bank, has partnered with creative studio newkid on its brand refresh and a new campaign for Haventree’s digital bank launch.
This Was Needed, the London-born, Toronto-raised director, known for cinematic work with brands and artists like Adidas and Sapporo, helmed the campaign films, which were produced by Fela.
The newkid team reinforced Haventree’s brand identity with the meaning embedded in the bank's own name, balancing the trust and safety of "haven" with the growth and optimism of "tree," a duality that now runs through Haventree's visual identity, tone, and the campaign itself.
"With Haventree launching its digital bank, we wanted a sharp idea that would instantly position it in Canadians' minds,” said Matthew Donne, Co-Founder and Creative Director of newkid. “Turning the old adage 'money doesn't grow on trees' on its head felt irresistible, and 'money grows like trees' became the strategy, the creative concept, and the tagline for the whole campaign.”
While highlighting the common truth that people feel pressured to be clever with their money and chase big, fast returns, the heart of the campaign is that the most reliable growth has never worked that way. With the tenet ‘money doesn’t grow on trees, but it does grow like trees,’ Haventree aims to build steady, upward, lasting growth through patience and the right conditions. After all, nature doesn't rush.
Credits
View on- Agency newkid
- Production Company Fela
- Director This Was Needed
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Credits
View on- Agency newkid
- Production Company Fela
- Director This Was Needed
- Editing Birthday/New York
- Color Artjail/Canada
- Sound Grayson Music
- Creative Director/Co-Founder Rich Brown
- Creative Director/Co-Founder Matthew Donne
- Creative Producer Tre Akula
- Executive Producer Taj Critchlow
- Executive Producer Fuliane Petikyan
- Executive Producer Dean Rosen
- Executive Producer/Head of Production Amir Karimi
- Editor Carlos Alcordo
- Executive Producer Steven Tsinokas
- Colorist Clinton Homuth
- Producer Alison Kinnear
- Audio Engineer Kevin MacInnis
- Creative Director Ali Willa Milner
- Producer Clare McGonigle
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency newkid
- Production Company Fela
- Director This Was Needed
- Editing Birthday/New York
- Color Artjail/Canada
- Sound Grayson Music
- Creative Director/Co-Founder Rich Brown
- Creative Director/Co-Founder Matthew Donne
- Creative Producer Tre Akula
- Executive Producer Taj Critchlow
- Executive Producer Fuliane Petikyan
- Executive Producer Dean Rosen
- Executive Producer/Head of Production Amir Karimi
- Editor Carlos Alcordo
- Executive Producer Steven Tsinokas
- Colorist Clinton Homuth
- Producer Alison Kinnear
- Audio Engineer Kevin MacInnis
- Creative Director Ali Willa Milner
- Producer Clare McGonigle
“At Haventree, we believe that sustainable growth is more powerful than quick wins. Our refreshed brand and campaign are rooted in a simple but powerful idea: growth thrives when it's supported by stability, patience, and care,” said Salil Vijay, Chief Product and Innovation Officer at Haventree Bank. “We're proud to launch our digital bank with a message that encourages people to think differently about how financial growth really happens."
The vibrant campaign films reinforce Haventree’s brand refresh, following three visual worlds through a layered montage. There’s a researcher illustrating an intellectual foundation, a structure that is controlled, scientific, and reassuring. The second is a small child, a dreamer who imagines growth before understanding it. They represent the act of beginning and trusting in possibility. And lastly, a wanderer moving through a beautiful forest, symbolizing her earned reward, the abundance that comes from patience. The result is craft-forward, texture-rich, and grounded in humanity.
“We approached this project by anchoring it around three themes: discovery, curiosity, and safety,” said This Was Needed. “The Researcher embodies discovery, understanding what's needed to foster growth. The Child awakens curiosity, finding freedom in a space to become. The Wanderer takes the journey, arriving to find safe space in the shade of the Haventree. Three stories anchored around one truth: growth doesn't rush, it roots."
