NAB’s New Brand Campaign Flexes to Target Gen Z

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.

"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,” comments Sue Brailsford, head of group brand, NAB.

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.

Sue 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, who directed the campaign, TBWA\Melbourne, says “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.