Kiwi bank BNZ launches ‘Be Good With Money’ campaign via Colenso BBDO New Zealand
BNZ has recently launched a new campaign entitled ‘Be Good With Money’ via Colenso BBDO New Zealand.
For three weeks “Money is Good” and “Money is Bad” statements appeared around New Zealand, as well as two unbranded films playing on television and cinema. Who was behind the campaign was a well-kept secret (even from BNZ staff), to create maximum interest and talk about the subject of money, without influencing it with the bank’s involvement.
Colenso BBDO New Zealand then revealed it was indeed BNZ, with outdoor, press and a 90 second film that wove the “good” and “bad” tease films together.
Client: BNZ
Chief Marketing Officer: Craig Herbison
Agency: Colenso BBDO NZ
Creative Directors: Nick Worthington & Steve Cochran
Creative Team: Nick Worthington, Steve Cochran, James Conner, Christie Cooper
Producers: Jen Storey, Megan Robertson
Group Account Director: Paul Wilson
Senior Account Director: Jo Underdown
Senior Account Manager: Hannah Watson
Production Company: Revolver/Park Pictures
Director: The Glue Society (Gary Freedman)
Executive Producers: Michael Ritchie, Jackie Kelman Bisbee, Justin Pollock
Producer: Michael Ritchie
Line Producer, Park Pictures: Michelle Currinder
DOP: Toby Schleissler
Production Designer: Tom Foden
Editor: Bernard Garry, The Editors
Post Production: The Editors
Music: Elliott Wheeler, Turning Studios
Sound Design: Simon Kane, Song ZU
11 Comments
That’s one good bank ad. Amazing production and casting. NZ get it so right.
This is a good one too, but its got Samuel L Jackson in it and was directed by Jonathan Glaser. youtube.com/watch?v=cCPlCEguT8g
I’m afraid I’m over the Glue Society. Can’t say I like it.
barclays but shit.
banks being philisophical about money and the values of the world post GFC is a bit rich (excuse the pun)
A NZ bank ad shot by aussies in an LA backlot. No wonder the Kiwis can’t stand BNZ.
I refer you to AOL good Internet vs bad Internet in the UK (circa 2006 I think).
Nice execution but not original and from what I can tell hasn’t worked. No chatter about the teaser whatsoever.
Next.
There’s some great stuff coming out of that agency. Brave and well produced. Credit where it is due.
This version is funnier
http://www.youtube.com/watch?v=eM0SvzdbsXA&feature=relmfu
Play the vo over this, much more entertaining:
http://www.youtube.com/watch?v=pKCZrcoQa7I
…this guy’s diction is a lot better than the other recent commercial in the now-fashionable genre of “Creepy-Looking Bearded Bloke Mumbling Ever-So-Seriously To Himself While Walking Along”:
http://www.youtube.com/watch?v=9Udg8doqOes
I like the philosophical approach, but the actual execution and its juxtapositions are a bit too facile – does this make me stop in my tracks and rethink the value of money? Does it me believe that BNZ understands the value of money more deeply than other banks? Hmmm…not so sure.
I don’t agree with your “On the plus side”,
I much prefer to watch the Johnny Walker ad you refer to. It’s has character, mystery and is believable for the brand.
I don’t believe the BNZ approach for a bank at all.
Weird that you compare the 2.