Where most financial marketing leans on features, rates or seasonal spikes, Monzo chose a bigger ambition – make money knowledge accessible to everyone. Published with Penguin, The Book of Money is a real personal finance handbook designed for people who would never normally pick one up. It is warm, practical and jargon free, shaped by insights from millions of Monzo customers.

The work started with a bold insight. Monzo’s research found that 51 percent of Brits feel they aren’t reaching their financial potential due to lack of money knowledge, and 72 percent of under 34s feel financially held back. That problem became the backbone of the creative idea.

To launch the book, Monzo opened The Book Nook, a hot coral pop up bookstore in Soho. Visitors completed a money goals quiz and walked out with a personalised book cover, one of more than 800 titles generated from 8,000 ideas. It was a simple but powerful way of making money feel human, relatable and personal.

The campaign then scaled nationally through retailers, social content, OOH and a five part video series, “Lessons from the Book of Money”, fronted by creator Shu Lin. The series has already generated over seven million views, turning book chapters into everyday money lessons delivered in under 60 seconds.

Most importantly, Monzo is donating its share of book royalties to Money Ready, a financial education charity supporting around 50,000 people a year.

AJ Coyne, VP Marketing & Growth at Monzo, described the intent clearly:

Congrats Maja Bayyoud Writing Lead, Monzo and your brilliant all-female team and Coral Garvey Creative Director, Monzo, on bringing to life such a wonderful, personal finance guide for people who’d never normally read one!!

Why we love it…

Monzo’s campaign is everything modern financial marketing should be:
• research led
• culturally relevant
• values driven
• creative at scale
• anchored in real human need

Tristan Fawley Executive Creative Director, The Dubs Agency said

It’s a campaign that educates, inspires and elevates the category and a deserving winner of Financial Marketer’s Campaign of the Year 2025.

Congratulations Monzo on a great campaign!

The post ‘Monzo’ wins Financial Marketer 2025 Campaign of the Year appeared first on Financial Marketer.

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Airwallex’s new platform launched with a dramatic visual metaphor, six films show outdated banking systems being smashed, crushed or flattened, a wrecking ball tearing down a bank, a steamroller obliterating a payments screen, a wrench destroying a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

• It overturns convention: business-finance marketing often speaks in cautious, feature-led language. This campaign uses high-impact metaphors to dramatise disruption.

• 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.

• It targets decision-makers and influencers across touchpoints, not just users: the media strategy ensures the message hits both C-suite and operator audiences.

• 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

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.

Congratulations Airwallex on a great campaign!!

The post ‘Airwallex’ wins Financial Marketer’s November Campaign of the Month appeared first on Financial Marketer.