In response to young Australians feeling the ongoing cost-of-living crisis the hardest.
NAB, TBWA\Melbourne and Mindshare have 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.
NAB head of group brand Sue Brailsford said 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,” said Brailsford.
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.
Brailsford said whether that's exploring new side hustles, making strategic trade-offs, or implementing spending curbs, this campaign recognises and celebrates this.
"Showing how NAB can help support young Aussies to navigate their financial futures confidently," she said.
TBWA\Melbourne executive creative director Matt Stoddart said 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," he said.
Kale McRedmond, who directed the campaign, TBWA\Melbourne, said 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," he said.
The content will be rolling out nationwide across social - TikTok & Snapchat, YouTube, OOH and digital audio.
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
