The brief: Create a campaign to promote Community First Credit Union on International Credit Union Day. The date coincided with profit reporting season for the Australian big banks. Unlike banks, credit unions exist for the benefit of their customers, and are not under pressure to produce large profits for shareholders. So if the big banks are proud of their record profits, why shouldn’t a credit union celebrate its tiny profits? We launched the campaign with ‘The World’s Smallest Barbeque’ in Sydney’s CBD, followed by a social media campaign and print advertising.