Havas Red joined forces with Wise to roll out Fleece-Free FX, a disruptive brand activation aimed at breaking Australians’ blind loyalty to the big banks and positioning Wise as the transparent alternative for overseas spending.
Although Wise offered a genuinely better value proposition, it lacked the name recognition enjoyed by Australia’s major banks. Many Australians continued to rely on their everyday bank without realising they were being stung by hidden foreign exchange (FX) markups.
Havas Red set out to disrupt this complacency—raising awareness of Wise’s fee-free travel card and creating a cultural moment that made people question the real cost of bank loyalty.
To ground the campaign in credibility, Havas Red commissioned a YouGov survey revealing that 78% of Australians unknowingly pay hidden FX fees when travelling overseas.
As the European summer approached, the team launched the Shear Madness Index report, spotlighting how travellers were being “fleeced” by banks. This insight provided a timely springboard for an integrated campaign designed to spark conversation, encourage trial, and shake up the travel money market.
The creative idea brought the survey findings to life through an experiential activation at Bondi Beach. Using playful sheep characters, tongue-in-cheek messaging, and interactive experiences, the pop-up made the problem of hidden fees unmissable.
The three-day Fleece-Free FX Corner Store included:
Animal welfare was a priority throughout, with sheep kept safe and comfortable to ensure the activation remained fun and responsible.
To amplify reach, Wise collaborated with The Betoota Advocate and TikTok creator Lachy Mac, producing humour-led content that extended the campaign far beyond Bondi.
21,000 on-site engagements across three days
420 giveaways, 1,100 flocktails, and 2,000 sheep interactions
16M+ earned media reach, including prime-time TV coverage
26+ media articles across national and niche outlets
2M+ social reach, with 13 creator partnerships delivering engagement 2.5x above benchmarks
The activation achieved more than foot traffic—it sparked a broader conversation around foreign exchange fees. Australians began questioning their banks, exploring alternatives, and recognising Wise as the no-nonsense, transparent option.
“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.”
– Anhar Khanbhai, Head of APAC PR at Wise
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