Fintech brand Airwallex takes the crown for Financial Marketer’s November Campaign of the Month, awarded for its bold “Future of Finance” brand campaign that directly challenges legacy business banking systems.
Campaign overview
Airwallex’s new platform launched with a dramatic visual metaphor, six films show outdated banking systems being smashed, crushed or flattened, a wrecking ball tearing down a bank, a steamroller obliterating a payments screen, a wrench destroying a smartphone delayed by account opening.
The narration reframes business finance – no longer slow, clunky and hidden behind opaque fees, but modern, AI-powered, globally connected, and designed for business growth. The suite of offerings includes faster foreign-exchange transfers, international A-accounts opened within minutes, AI-enabled spend management and lower-fee payments.
The media rollout spanned digital screens (BVOD, SVOD, YouTube), social platforms (TikTok, Instagram, LinkedIn), office and transit out-of-home placements (airports, train stations, major city hubs) to ensure broad business-decision-maker reach.
Why it works
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It overturns convention: business-finance marketing often speaks in cautious, feature-led language. This campaign uses high-impact metaphors to dramatise disruption.
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It links brand to commercial purpose: the visual destruction isn’t for spectacle, it symbolises the replacement of legacy systems with Airwallex’s next-gen platform.
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It targets decision-makers and influencers across touchpoints, not just users: the media strategy ensures the message hits both C-suite and operator audiences.
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It brings strong momentum: Airwallex is delivering scale, as VP of Marketing APAC Andrew Balint notes in Campaign Brief
“ $900 million annualised revenue, $200 billion in transaction volume, and 13,000+ new customers in Q2 2025 alone.”
And the campaign was built on real customer insights, Andrew, VP of Marketing says
“ We know from speaking to our customers that a lot of their businesses are burdened by outdated banking practices and outdated finance tools. What we’re doing … is deleting them, breaking them apart, and basically completely rebuilding and re-imagining them, free of all the cumbersomeness and the clunkiness.”
Airwallex’s campaign sets a strong benchmark for the Financial Marketer Monthly Awards – it is visually striking, strategically grounded, globally scalable and commercially aligned. For November’s win, it ticks every box and in doing so, it signals that finance brand marketing can be bold, clear and disruptive while remaining on message and on purpose.
