Airwallex’s new brand campaign encourages businesses to make the move to digital-first finance solutions

Australia – Airwallex has launched a new brand campaign aimed at encouraging businesses to move away from traditional banking systems and adopt digital-first finance solutions.

Developed with independent creative agency Special and supported by Accenture Song on media strategy, the campaign features six films that depict outdated financial processes being destroyed with heavy machinery, including a wrecking ball demolishing a financial institution and a steamroller flattening a payments screen. Each film concludes by highlighting Airwallex’s products, such as faster FX transfers, international accounts that can be opened in minutes, AI-powered spend management, and lower-fee payments, all offered through its all-in-one financial platform.

Andrew Balint, vice president of marketing at Airwallex, APAC, said the campaign is designed to stand out in a competitive market.

“Airwallex isn’t simply redefining finance, we’re reimagining it from the ground up. Our infrastructure and software combine advanced AI smarts with world-class technology to deliver a next-generation global financial operating system,” Andrew said.

He added, “With high-yield global accounts, and AI enhanced products, businesses are responding. The proof is in the data: $900 million annualised revenue, $200 billion in transaction volume, and 13,000+ new customers in Q2 2025 alone. This campaign is about bringing that momentum to the world. With Airwallex, the Future of Finance isn’t tomorrow, it’s here today.”

Dave Hartmann, strategy partner at Special, commented, “We’ve had so much fun building this new partnership with the excellent Airwallex team. From the start, we tasked ourselves with creating work that felt anti-category – bold, distinctive and proudly un-finance.”

The campaign will run across a mix of digital and traditional channels, including BVOD, SVOD, YouTube, TikTok, Instagram, Facebook, LinkedIn, and 9Now, alongside in-flight screens, out-of-home placements in airports, offices, and transit hubs.

Sam Geer, managing director for media at Accenture Song ANZ, said: “Airwallex is rewriting the rules of business finance, and this campaign demanded a media strategy just as bold. The campaign is as creative and cohesive as it gets – by harnessing the full power of digital, social and high-impact, out-of-home advertising mediums, we’re ensuring this message cuts through to businesses everywhere.”