NAB’a Wrangle Your Money by TBWA\Melbourne and Mindshare continues with a Gen Z edition. The new series responds 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 two times more likely to want to better manage their finances.

The commercials give NAB what other brands rarely, understanding of Gen Z’s point of view. Set in the sombre cinematic world of a funeral emotion, they are relatable little stories about making financial common trade-offs. Thanks to NAB’s financial tools, the lead protagonist can be confident in her decisions.

 “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,” commented Sue Brailsford, head of group brand, NAB.

“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, added, “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.”

Director, Kale McRedmond, creative at TBWA\Melbourne, commented, “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 & Snapchat, YouTube, plus OOH & 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
Chief Marketing Officer: Suzana Ristevski
NAB – Group Brand Marketing  Sue Brailsford: Head of Group Brand
Manager, Brand Campaign Delivery: Jess Hughes
Manager, Brand Management: Alastair Sykes
Senior Consultant, Brand Management: Johannes Samson
Senior Consultant, Brand Campaign Delivery: Mitch Anderson
Consultant, Brand Campaign Delivery: Lizzie Barclay
Manager Brand Identity, Group Brand: Susanna Hondrokostas:

Media Agency: Mindshare