Wise Fleece-Free FX: Havas Blvd Unveils a Bold Campaign to Expose Hidden Bank Fees

  • Campaign and Content Design, Design, Experiential, Social

Havas Blvd partnered with Wise to deliver Fleece-Free FX, a high-impact brand activation designed to challenge Australians’ blind trust in traditional banks and highlight Wise as the fee-free alternative for travellers.

The Challenge: Competing Against Big Bank Trust

Despite offering a genuinely better deal, Wise lacked the brand recognition of Australia’s big banks. Most Aussies trusted their everyday banks without realising they were being charged hidden foreign exchange (FX) markups.

Havas Blvd’s mission was to cut through complacency, build awareness of Wise’s fee-free travel card, and create a cultural moment that would make Australians question the cost of their loyalty to banks.

Data-Led Strategy: Revealing the Truth

To ground the campaign in credibility, Havas Blvd commissioned a YouGov survey uncovering that 78% of Australians unknowingly pay hidden FX fees when travelling abroad.

As the European summer approached, this insight became the foundation of the Shear Madness Index report—an opportunity to show how travellers were being “fleeced” by banks. With perfect timing, the report launched into an integrated campaign designed to spark conversation, drive trial, and disrupt the market.

Creative Execution: The Smarter Flock Takes Bondi

The bold creative concept transformed the data insight into an immersive pop-up activation at Bondi Beach. Smirking sheep, cheeky puns, and colourful experiences brought the issue of hidden fees to life in a uniquely Aussie way.

The three-day Fleece-Free FX Corner Store experience included:
  • Sheep-themed games, spin-to-win prizes, and branded “flocktails”
  • Iconic sheep yoga sessions and photo-ready installations
  • Merchandise giveaways designed to extend the brand message beyond the event
  • An exclusive preview event for media and influencers, generating buzz before doors opened
Throughout, sheep were kept safe and comfortable, ensuring a light-hearted but responsible activation.

To amplify the experience, Wise partnered with The Betoota Advocate and TikTok creator Lachy Mac, delivering humour-driven content that extended the campaign to millions more Australians.

The Results: Wool-Free Awareness and Impact

21K

21,000 on-site engagements across three days

420

420 giveaways, 1,100 flocktails, and 2,000 sheep interactions

16M+

16M+ earned media reach, including prime-time TV coverage

26+

26+ media articles across national and niche outlets

2M+

2M+ social reach, with 13 creator partnerships delivering engagement 2.5x above benchmarks

 

Changing the Conversation Around Travel Money

The campaign did more than create foot traffic—it shifted the national conversation around foreign exchange. Australians began questioning their banks, reconsidering their travel money options, and recognising Wise as the transparent, no-BS alternative.

“This campaign was truly unforgettable. This wool-clad Bondi Beach campaign, with sheep giving media interviews, sparked incredible social and press buzz. Legendary work by Havas Blvd.”
– Anhar Khanbhai, Head of APAC PR at Wise

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