NAB’s newest ‘Wrangle Your Money’ campaign work takes Gen Z customers to a funeral
The next set of work for NAB’s ‘Wrangle Your Money’ campaign – which was made in collaboration with Mindshare and TBWA\Melbourne – has been released.
The latest addition to the campaign addresses Gen Z’s concerns over the cost-of-living crisis.
“Research shows Gen Z want to be more confident when it comes to managing their finances, and knowing where to start can be overwhelming,” explained Sue Brailsford, NAB’s head of group brand, while referring to research conducted by the Australian Securities and Investments Commission showing that “82% of Gen Z… feel financially stressed, but are 2x more likely to want to better manage their finances”.
“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,” Brailsford said.
The campaign’s hero spot takes viewers to a funeral where a young woman mourns the loss of her “dearly beloved, cropped puffer jacket”, a financially backed exchange that grants her spending money for a European holiday.
Other creative work replaces the woman’s puffer jacket, and related scenarios, with items stereotypically connected to Gen Z – an oat latte, 2am kebabs and a photo-worthy festival look.
But while the woman has to give up the aforementioned possessions, NAB’s financial solutions are placed to help make the decisions worth it.
“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,” Brailsford added.
According to Matt Stoddart, TBWA\Melbourne’s executive creative director, the campaign firmly puts the power into Gen Z’s hands, allowing NAB to explore a very real issue in a humourous way.
“Everyone has an opinion on what Gen Zs should or shouldn’t be doing with their money,” Stoddart said. “We decided to let Gen Z take control in a way that felt fun, relatable and appropriately funeral-ly.”
“Making content for a younger audience is always tricky,” contributed Kale McRedmond, creative at TBWA\Melbourne, and the campaign’s director.
“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 campaign is set to be viewable in several formats, including Snapchat, TikTok, out-of-home, digital audio, and YouTube.
Credits:
Production & Creative agency: 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
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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