Game Creative has launched a new campaign titled 'The Quest' for financial services brand Midkey. The campaign is designed to address financial stress in mid-life.

'The Quest' follows the journey of six knights on a mythical quest to find 'The Midkey', a solution to financial pressures faced by Australian homeowners.

Midkey offers a 'no monthly payments' loan, which can serve as a first or second mortgage solution for Australians who are asset-rich but cash-poor. The loan product is designed to provide financial flexibility without requiring customers to sell or downsize their homes.

Dan Beaumont, Founder and Chief Creative Strategist at Game Creative, commented, "The majority of financial advertising is less than engaging. We agreed with the Midkey team very early in the process that a conventional approach wasn’t going to get the job done. So we worked hard to find a more interesting way to introduce the brand."

Midkey was co-founded by Richard Young and Scott Collison. Young, Co-Founder & CEO of Midkey, stated, "We created Midkey to help property owners who’ve worked hard to build equity in their homes but find themselves unable to access it when they need it. The Quest perfectly sums up our promise: to be the key that unlocks financial freedom when life gets complicated. It’s an epic idea for an epic challenge, and a clever way to introduce a new, innovative loan product to Australians."

The campaign was developed with input from marketing consultant Anthony Dumont. Dumont noted, "People in their 40s and 50s are under huge pressure – mortgages, kids, ageing parents, mounting bills, work stress. It can feel isolating and overwhelming. With The Quest, we chose to speak to them with empathy but also with a wink. It says, ‘we get it, we’ve got your back… and it’s okay to laugh at the madness of it all.’"

Jacko from Jacko Jacko & Jacko served as the creative lead on the campaign. He remarked, "Unlike many campaigns that can too easily be switched out for other brands, this idea was born from the brand name and promise. And who better than Paul Middleditch of Plaza and Ian Burtterworth of Louis & Co to help bring this ambitious comedic campaign to life?"

The campaign's film production was handled by Plaza Content, directed by Paul Middleditch. Image production was done by Louis & Co, with photography by Ian Butterworth. Radio production was managed by Massive Music. Media for the campaign is handled by Nunn.