NAB Launches the Latest ‘Wrangle Your Money’ Campaign Targeting Gen Z Australians

“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.”

YouTube

Client

NAB

Agency

TBWA\Melbourne

Rumble Studios

NAB has collaborated with TBWA\Melbourne and Mindshare to unveil the next iteration of its ‘Wrangle Your Money’ campaign.

Tailored for Gen Z, the new work is in response to research showing young Australians are feeling the ongoing cost-of-living crisis the hardest said the campaign adding that 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.

“Research shows Gen Z want to be more confident when it comes to managing their finances, and knowing where to start can be overwhelming,” said Sue Brailsford, Head of Group Brand, NAB.


 

“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.

Brailsford adds, “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”.


 

Matt Stoddart, Executive Creative Director, TBWA\Melbourne adds “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”.

Kale McRedmond, from TBWA\Melbourne, who directed the campaign, 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.”

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

 

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