Beyond the Brief: How TBWA\NZ choreographed joy, realism and trust with ANZ’s Sharma family

Last week, TBWA\New Zealand unveiled the latest chapter in ANZ’s long-running Sharma campaign – and this time they’re dancing. The new spot shifts focus from home ownership to the emotional high of paying down your mortgage. In this edition of Beyond The Brief, TBWA\NZ CCO Shane Bradnick shares how the agency brought joy and emotional depth to the beloved Sharma family, and why storytelling still matters in finance.

What was the initial brief from ANZ for this chapter of the Sharma campaign, and how much was already defined versus open to creative interpretation?

The team at ANZ came to us wanting to speak to the emotional upside of getting ahead on your mortgage – especially now, with interest rates shifting and more Kiwis in a position to pay down their loans. That was the core of the brief. From there, we had a fair bit of creative runway to explore what that progress could feel like. The idea of celebrating that milestone – not just reaching the end, but moving meaningfully toward it – felt like a very human truth we could bring to life in a Sharma way.

What led TBWA to focus on the idea of celebrating progress, like actually paying down the mortgage, rather than just the moment of getting a home?

Because that’s real life for most people – you don’t only feel relief or joy when you buy a house or finally pay it off. You feel it in all the little wins in between: making an extra payment, seeing the balance drop, getting closer. We wanted to honour those moments too. In this case, the Sharmas didn’t just hit a milestone, they felt it – and we used that as a way to let them dance.

Kiwis have really connected with the Sharma family over the years, how does TBWA keep their story evolving while holding on to the charm that makes them so loved?

We have always treated these characters like real people. Their stories are inspired by real life experiences. The actors too have really embraced these roles. Each new shoot feels like a family reunion. So we what have now is not just a family but a world around them – Radio Hauraki calls it the ‘ANZ Cinematic Universe’. Once you inhabit that world, it’s fun to ask ‘What would Ravi do? Or how would Claire react? What would the kids say? It’s about keeping them grounded in the same values – love, humour, optimism – but letting them grow as a family. Just like any real family would.

What role does emotional storytelling play in ANZ’s broader brand strategy, especially during tougher economic periods?

It plays a huge role. Financial wellbeing isn’t just about numbers – it’s deeply emotional. Especially when times are tight, people want to feel understood, supported and hopeful. Emotional storytelling allows ANZ to show empathy, reflect real life, and offer encouragement, without being preachy or overly functional. It helps people see themselves in the story – and feel like they’re not alone in the journey.

This campaign walks the line between joy and realism, how important was that tone in earning trust while still feeling uplifting?

That balance was everything. If it’s too polished, you lose authenticity. Too grim, and you miss the uplift. What we aimed for was something honest, joyful and grounded. A simple dinner, a bottle of bubbles, a little dance – all within reach. That tone lets people feel seen, while still giving them permission to celebrate their wins, however big or small.

How does the trust between ANZ and TBWA show up in the creative process?

Trust shows up in giving us space to explore – and being brave enough to push for real emotional connection, not just product benefits. The Sharma campaign is a great example of a long-term brand platform where both sides believe in the power of storytelling, and we’re constantly evolving it together. There’s a lot of mutual respect, and that allows us to make work that feels human, not just transactional.

Client – ANZ Aotearoa
Creative Agency – TBWA\New Zealand
Production Company – Good Oil
Director – Adam Stevens
Photographer – Troy Goodall
Media Agency – PHD