A bank for the
creator generation.
Current set out to redefine what banking looks like for Gen Z.
Their audience is young, ambitious, mostly unbanked and deeply skeptical of traditional financial institutions. They’re creators, side-hustlers, and dreamers who value freedom and authenticity over fine print.
the Brief:
Create a campaign that positions Current not just as a banking solution, but as a launchpad for Gen Z creativity. A cultural asset. A financial sidekick. A brand they’d actually follow.
the ask:
the strategy:
Meet Gen Z where they live, on their phones, in their feeds, and inside their grind.
We partnered with viral TikTok creator Keyshawntheking to tell a real story in real time. No scripts. No staging. Just one of the internet’s most recognizable young voices, using Current to fund, fuel, and flex his creative lifestyle.
why it matters:
You don’t sell banking to Gen Z. You show them how it powers what they care about.
This campaign didn’t explain features. It delivered identity.
It positioned Current not as a utility but as a creator’s first collaborator.
And it proved that even in finance, culture is the strongest currency.
the impact:
22% increase in website traffic during campaign window
37% increase in social engagement, including saves, shares, and comments
User base growth from 5.2M to 6M
an inflection point for Current’s next chapter
Elevated Current’s brand perception from “alternative” to “essential” in Gen Z finance