The Reserve Bank of Australia
Reimagine the $5 note campaign
Little Rocket partnered with the Reserve Bank of Australia to develop the Reimagine the $5 Note campaign – regarding the redesign of the $5 note.
The Reimagine the $5 Note campaign, aimed at raising awareness and encouraging engagement—particularly among First Nations communities—to help redesign the $5 note. The campaign encompassed branding, marketing, digital strategy, PR, and influencer outreach, ensuring a culturally respectful and engaging approach. A key element of the campaign was the commissioned artwork by Timothy Buckley, which became the visual identity.
Little Rocket crafted a brand identity and applied it across marketing materials such as posters, social media assets, and engagement packs. A hero TVC and radio ad were developed, alongside a landing page designed to guide and collect submissions. The campaign also leveraged ambassador partnerships, webinars, and targeted social media campaigns to amplify reach and submissions.
A strong emphasis was placed on First Nations representation, with Alita Thorpe, a Gunnai/Bindal woman, featured as the face of the video campaign, and respected figures like Narelda Jacobs and Luke Carroll engaged to amplify messaging. The PR strategy included media releases, First Nations radio announcements, and collaboration with community organisations to drive awareness at a grassroots level. Our digital team integrated the campaign elements across social media, email marketing, and paid media. The campaign successfully fostered community participation, culminating in a post-campaign report detailing engagement outcomes.
“I wanted to say a huge thank you on behalf of the $5 Redesign project team and wider RBA stakeholders for the help you and your team provided over the last 6 months. The campaign was a real success and this was largely because of the quality of the materials you and your team produced, not to mention your creativity, hard work and dedication to make it happen.”
Chris Aston
Project Manager — RBA
Team
Susan Sohar
TVC Director
Andrew Stasiak
Videographer & Editor
Liam Jakimoff
Photographer
Madelyn
Set Stylist, Producer & Talent Manager
John Burgess
Strategic Lead
Travis Mcllelan
Account Director
Ruby Perryman
Communications
Shot on Country
Wurundjeri
Talent
Alita Thorpe
Gunnai, Bindal
Artist
Timothy Buckley
Oceanic First Nations, Aboriginal (Mulunjali), Australian South Sea Islander, Maori peoples
About the client
Reserve Bank of Australia is Australia’s central bank and serves the people of Australia. They conduct monetary policy, determine payments system policy, work to maintain a stable financial system, issue the nation’s banknotes, operate the core of the payments system and provide banking services to the government.
