Staan’s mission is clear: make finance accessible. That became the foundation for Kids Meet CFO’s, a format that flips the usual script by letting children lead the conversation. When kids ask the questions, CFOs answer differently. Complex topics become understandable, human, and unexpectedly fun. The result is content that feels light and entertaining, while still carrying real substance and credibility.
West Creative Company developed the concept and delivered the series end to end. We handled format development, creative direction, casting, production, direction, post production, and final delivery, ensuring a consistent look and tone across every episode. The challenge was to build a world that could scale, stay recognisable, and keep audiences watching, while also serving Staan’s brand positioning and employer branding goals.
From one episode to 3M+ views: The growth of a content series
What started as a one off quickly proved itself as a repeatable series. The format grew into 17 episodes with 3M plus views, featuring CFOs from a wide range of leading organisations. Across the series, we worked with Transavia, Philips, KLM, Ajax and Ziggo, Jumbo, HEMA, KPN, Stedin, Louwman, Ymere, Ziekenhuis Gelderse Vallei, Tony’s, Talpa, Royal HaskoningDHV, NS, and KNVB. Alongside the main series, we also produced three employer branding ads, translating the same tone and storytelling style into content designed specifically for recruitment and brand attraction.
Distribution was built to be cross media. Episodes and cutdowns were designed for social first viewing, supported by web placements and paid ads, allowing the content to perform across awareness, engagement, and consideration. Every deliverable was treated as part of one system, so the series could live in multiple places while staying cohesive.
At its core, Kids Meet CFO’s works because it makes finance approachable without dumbing it down. It turns leadership into storytelling, and numbers into meaning, by showing the people behind the titles. A simple format, executed with consistency, that grew into a proven series with real scale.
