NAB targets Gen Z in new iteration of ‘Wrangle Your Money’ brand campaign via TBWA\Melbourne
NAB together with TBWA\Melbourne and Mindshare has unveiled the next iteration of the recently launched ‘Wrangle Your Money’ campaign.
Specifically tailored for Gen Z, the new work is in response to young Australians feeling the ongoing cost-of-living crisis the hardest. Recent findings from ASIC reveal that 82% of Gen Z, in contrast to 70% of other generations, feel financially stressed, but are 2x more likely to want to better manage their finances.
Says Sue Brailsford, head of group brand, NAB: “Research shows Gen Z want to be more confident when it comes to managing their finances, and knowing where to start can be overwhelming. That’s why NAB’s new campaign aims to connect with Gen Z Australians through relatable situations, demonstrating how NAB can help these customers wrangle their money to make better financial decisions.”
The campaign dives headfirst into the emotion involved with making financial trade-offs. Set in the somber cinematic world of a funeral, the hero spot shows the drama of a young woman sending off a puffer jacket in order to save money for Europe. Subsequent spots dramatise other common Gen Z financial sacrifices. But thanks to NAB’s financial tools, the lead protagonist can be confident in her decisions.
Adds Brailsford: “Whether that’s exploring new side hustles, making strategic trade-offs, or implementing spending curbs, our campaign recognises and celebrates this, showing how NAB can help support young Aussies to navigate their financial futures confidently.”
Says Matt Stoddart, executive creative director, TBWA\Melbourne: “Everyone has an opinion on what Gen Zs should or shouldn’t be doing with their money. We decided to let Gen Z take control in a way that felt fun, relatable and appropriately funeral-ly”.
Says Kale McRedmond, who directed the campaign, TBWA\Melbourne: “Making content for a younger audience is always tricky. You want to reflect how they feel, but you also risk sounding like a high school teacher with their hat backwards. I think we struck a good balance.”
The content will be rolling out nationwide across social – TikTok and Snapchat, YouTube, OOH and digital audio.
Creative and Production: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative & Director: Kale McRedmond
Creative: James Southey
Editor: Chris Gillingham
Head of Planning: Virginia Pracht
Senior Producer: Janine Wertheim
Production Manager: Phoebe Graham
Managing Director: Ricci Meldrum
Client Partner: Sarah Tukua
Senior Business Director: Jade Mittermair
Business Manager: Sophie Ford
Intern: Lillian Busby
Sound: Rumble Studios
Client: NAB
Suzana Ristevski: Chief Marketing Officer
NAB – Group Brand Marketing
Sue Brailsford: Head of Group Brand
Jess Hughes: Manager, Brand Campaign Delivery
Alastair Sykes: Manager, Brand Management
Johannes Samson: Senior Consultant, Brand Management
Mitch Anderson: Senior Consultant, Brand Campaign Delivery
Lizzie Barclay: Consultant, Brand Campaign Delivery
Susanna Hondrokostas: Manager Brand Identity, Group Brand
Media agency: Mindshare
42 Comments
Unreal talent, are you taking bookings????
This really well done
I’m not the target audience but this got a laugh out of me.
These are really fun – and I’m old.
VERY good for category. Feel like the line is a missed opporuntity though.
This is really simple and good. Why couldn’t the line match the idea better though?
Actually talking to gen Z in a language they understand
Surprised you aren’t credited as the Media Planner as well!
My weapon of choice
Got a giggle out of me. Great casting also.
The keg is dead with millennials for a bank. Rad.
Simple, funny, relatable.
This will really connect with the private school types who work in the creative agency bubble.
correct
.
Not a Gen Z so can’t talk to the message but what horrible branding. Making people wait until the last possible second for the brand is ridiculous. NAB has a great branding mnemonic that could have been used without messing with the story. I was watching and thinking is this AAMI (outback), Aust Post (Red and postal truck)
But the line at the end makes zero sense to the ad.
me the ick.
Simple idea, well shot, solid performances. I like it.
Excellent sound design. Lovely execution
CAN SOMEONE ASK GEN Z WHAT THEY THINK BECAUSE THIS AINT GEN-ZEEING
Dear agency loading this with your comments doesn’t make it good the ad has two issues 1. It makes no sense and 2. There is no branding. Complete waste of money. Looks great though nice DOP work.
No Dop, production crew or post crew. Give them some credit …story aside …. it looks beautiful.
Looks schmick as hell and made me laugh.
Then consider this a template for future Gen Z targeted campaigns.
And the kids have now appropriated ‘gagged’
Mid, slay, riz, cappin…etc etc
is this an Australia Post Ad?
Saw this on telly last night during Lego Masters, and thought it was an Australia Post ad right up until the NAB logo popped up. It’s gonna misattribute quite significantly. You’re not wrong.
If it doesn’t make sense then you must have a pretty mid IQ. 🙂 Branding could be stronger though.
Can see this is a nab ad. Colour coding and star symbols aside. The Banking App is integrated into the idea. But agree the line could be better. Maybe: Wrangle Your Money with the Nab app.
Congrats team. This will stand out and resonate with the audience.
Comedy with no jokes in it is prob my least favourite genre of Australian advertising.
If Gen Z is target audience this is out of touch and an offensive generalisation
The art direction is straight out of a Beyonce music video. Epic epic wardrobe and styling.
Thanks for the free ad
Where are you?
That line seems like it came from a completely different idea and the client got attached to it.
BEYONCE?!?! Are we looking at the same art direction?
Those are some tight 15’s. Nice stuff.
I’m with ‘Mickey Rocks’ way up there.
…RUBBISH.