One Green Bean calls in Joe Swash for first launch after winning finance client NewDay

Consumer finance business NewDay has brought in twice-bankrupt TV personality Joe Swash as ambassador for a 'financial fitness' campaign to promote its aqua credit card.

Joe Swash (right) was brought in as an ambassador for finance business NewDay
Joe Swash (right) was brought in as an ambassador for finance business NewDay

It is the first piece of work created by One Green Bean following the agency's appointment to a consumer, content creation and social PR brief earlier this year. The NewDay account is believed to be worth six figures annually.

The Bounce Back Bootcamp initiative is designed to encourage people to take charge of their finances and follow the necessary steps to improve their credit scores.

A video (below) accompanying the campaign sees Swash, who has twice been declared bankrupt and has talked about his experience in interviews for aqua, tackle a series of physical fitness tests alongside a "credit pro", who shares tips on how to improve credit knowledge and avoid financial pitfalls. 

One Green Bean managing director Matt Buchanan said: "Joe Swash has experienced his own financial set-backs and bounced back and is a much-loved personality, so he was a natural partner for this initiative."

NewDay chief commercial officer Ian Corfield said One Green Bean was appointed for its appetite to inject fresh thinking into a "very traditional" category.

Corfield said: "The Bounce Back Bootcamp is a fun way to get people thinking about what they can do to develop healthier credit habits. The campaign is a great blend of education and entertainment, which we hope will get the message out there."

Read next: Nokia 3310 owner HMD Global appoints Cohn & Wolfe and One Green Bean

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