Sidekick steps into a bold new era with 'A New Way to Wealth'

Sidekick has launched ‘A New Way to Wealth’, a bold TV campaign that thrusts them into a new era with fresh visual and digital identities.

A New Way to Wealth marked Sidekick's first-ever broadcast TV campaign: a defining moment not just for the brand, but for the entire campaign ecosystem built around it.

Happy Hour was brought in to bring the vision to life on screen, producing the hero creative that would anchor the full through-the-line campaign.

The Brief

Sidekick's mission, making wealth effortless and uncomplicated, needed to translate clearly, confidently and compellingly to a broadcast audience for the first time. The creative had to carry the weight of a major brand evolution: a refreshed visual identity, a new logo, a deeper signature palette, and a sharper, more premium tone. Crucially, it needed to do all of this while protecting the trust Sidekick had built with its existing customer base.

The message had to feel simultaneously modern and reassuring. Bold, but not reckless. Premium, but still human.

Our Approach

Working alongside brand agency Six, Happy Hour developed both a 30-secondand a 15-second TV ad that would sit at the heart of the campaign.

From the outset, the production was shaped around one core creative truth: same Sidekick, just dressed for where they're heading. This gave us a clear tonal anchor; the work needed to feel like an evolution, not a reinvention. The visual language of the new brand identity informed every production decision, from casting and location to colour grading and motion.

The 30-second cut was built for broadcast reach, designed to drive mass awareness across premium inventory. The 15-second cut was engineered for precision – cut to capture attention fast and translate directly into the digital ecosystem.

The Result

A New Way to Wealth launched on 2 March 2025 to a combined paid reach spanning over 20 million estimated impressions across the full campaign. But beyond the numbers, what makes this campaign notable is the coherence.

Brand, media, product and performance operated as one. The TV work didn't exist in isolation – it was the creative engine powering a precisely orchestrated full-funnel system. That kind of alignment between broadcast ambition and digital performance is rare, and it's what made this campaign a genuine statement of intent for Sidekick.

For Happy Hour, it's a project that reflects what we believe production should do: not just make something look good, but give a brand something they can truly build on.