NAB targets Gen Z in the latest version of ‘Wrangle Your Money’ via TBWA\Melbourne

In response to young Australians feeling the ongoing cost of living crisis the most.

NAB, TBWA\Melbourne and Mindshare have unveiled the next iteration of the recently launched ‘Wrangle Your Money’ campaign.

The new work is specifically tailored for Generation Z and is a response to young Australians feeling the ongoing cost of living crisis the hardest.

Recent findings from ASIC show that 82% of Generation Z, compared to 70% of other generations, feel financially stressed, but are twice as likely to want to manage their finances better.

NAB group brand head Sue Brailsford said research shows Gen Z wants to feel 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, and show how NAB can help these customers divide their money to make better financial decisions,” said Brailsford .

The campaign delves into the emotion associated with making financial decisions. The hero spot is set in the gloomy cinematic world of a funeral and shows the drama of a young woman who sends a puffer jacket to save money for Europe.

Subsequent spots dramatize other common financial sacrifices of Generation Z. But NAB’s financial tools allow the protagonist to feel confident in her decisions.

Brailsford said that whether it is exploring new side businesses, making strategic considerations or implementing spending cuts, this campaign recognizes and celebrates this.

“Showing how NAB can help young Aussies navigate their financial future with confidence,” she said.

Matt Stoddart, executive creative director of TBWA\Melbourne, said everyone has an opinion on what Gen Zers should or shouldn’t do with their money.

“We decided to let Gen Z take control in a way that felt fun, relatable and appropriate for the funeral,” he said.

Kale McRedmond, who directed the TBWA\Melbourne campaign, said creating content for a younger audience is always tricky.

“You want to reflect how they feel, but you also run the risk of sounding like a high school teacher with the hat on backwards. I think we’ve found a good balance,” he said.

The content is being rolled out nationally across social media: TikTok and Snapchat, YouTube, OOH and digital audio.

Credits:

Production and Creative Agency: TBWA\Melbourne

Chief Creative Officer: Paul Reardon

Executive Creative Director: Matt Stoddart

Creative and director: Kale McRedmond

Creative: James Southey

Editor: Chris Gillingham

Head of planning: Virginia Pracht

Senior Producer: Janine Wertheim

Production Manager: Phoebe Graham

Director: Ricci Meldrum

Client Partner: Sarah Tukua

Senior Business Director: Jade Mittermair

Business Manager: Sophie Ford Intern: Lillian Busby Sound: Rumble Studios

Customer: 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: Brand Identity Manager, Group Brand

Media agency: Mindshare