This Was Needed Directs New Haventree Bank Spot from newkid
Haventree Bank, a Canadian Schedule 1 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.
“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 Nathan Burland, professionally known as 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.”
The Money Grows Like Trees campaign is live now across social and digital channels. See the refreshed brand and explore Haventree's digital bank at haventreebank.com.
CREDITS
Creative Studio: newkid
Cofounder, Strategy Director: Alex Avendaño
Cofounder, Creative Director: Rich Brown
Cofounder, Creative Director: Matthew Donne
Creative Producer: Tré Akula
Account & Ops Lead: Shanel Lessard
Designer: Sumer Mavi
Production Company: Fela
Directed by This Was Needed
Executive Producers: Taj Critchlow, Fuliane Petikyan, Dean Rosen
Executive Producer/Head of Production: Amir Karimi
Senior Operations Manager: Olivia Swayze
Producer: Michael Ren
Production Manager: Chad Cohall
Key Driving PA: Andrew Ouzounis
On Set PA: Ruben Coca
On Set PA: Jesse Telford
1st AD: Cowin Poon
Cinematographer: Harley Francis
1st AC: Elfred Kim
2nd AC (Day 1): Kiera Brough
2nd AC (Day 2): Sofia Bud
DIT: Charlie Grosvenor
Gaffer: Rory Sommerville
Key Grip: Shawn Tron
Best Boy Electric: Nic Keung
Best Boy Grip: Chris White
Sound Mixer: Gavin Quinn
Production Designer: Grace Robertson
Art Director: Christopher Zenti
Set Dresser: Kate O'Neill
Wardrobe Stylist: Summer Ruddock
Key Makeup (Day 1): Nicole Soo
Key Makeup (Day 2): Sherlyn Torres
Post-Producer: Chad Cohall
Stop Motion Artist: Akash Jones
Stop Motion Assistant: Nikolas Radulovic
Editorial: Birthday Editorial
Editor: Carlos Alcordo
Senior Producer: Renzo SungaExecutive Producer: Steven Tsinokas
Sound Studio: Grayson Music
Audio Engineer: Kevin MacInnis Creative Director: Ali Willa Milner
Senior Producer: Clare McGonigle
Colouring House: ArtJail
Colourist: Clinton HomuthAssistant Colourist / Online: Austin Tang
Senior Producer: Alison Kinnear
