CashNetUSA Seasonal Ads
Winner of a GDUSA Award.
Role: Creative Lead
The Ask
CashNetUSA wanted to test holiday creative to improve engagement. They asked for a small set of holiday-themed ads to rotate into the existing December campaign.
The Problem
Holiday advertising often encourages discretionary spending.
e.g., “Go out and buy some gifts.”
For emergency lending products, this type of messaging doesn’t align with how customers use the funds, and it creates a compliance risk.
The Shift
I redirected the campaign away from traditional holiday messaging and toward winter emergencies. Grounding the strategy in consumer insight on how these loans are actually used.
The work focused on moments where demand already existed:
Car trouble due to cold weather or icy roads.
Heating issues and rising energy costs.
Urgent home repairs from winter damage.
The Results
The work was exploratory, but one of the ads went on to win a GDUSA Award.
CashNetUSA is now planning additional seasonal campaigns in 2026, building on a more grounded approach rooted in real customer needs.
The ads
