BNZ continues to help Kiwis be good with money in latest brand campaign via Colenso BBDO

Screen Shot 2019-02-08 at 12.26.34 pm.jpgBank of New Zealand has launched a new brand campaign via Colenso BBDO, continuing its long-running theme of helping New Zealanders be good with money, with a story that will resonate with families all over New Zealand.

Says Briar Rowe, acting head of brand, BNZ: "BNZ is about helping New Zealanders be good with money and that message hasn't changed. This new chapter of the brand work shows the other side of that same story - the great things that can come from being good with money."

What Ella Wants is a story of a dad and daughter making their way through some everyday money decisions together. Seven-year-old Ella is learning that reaching a goal means making some sacrifices, while Dad is dealing with the challenge of saying "no" a few times. The takeaway - getting to your goal isn't always straight or easy, but it's worth it.

Screen Shot 2019-02-08 at 12.26.43 pm.jpgThe campaign was shot by Exit Film's director Glendyn Ivin.

Says Steve Cochran, ECD, Colenso BBDO: "Following our "Bank of New Zealanders" work of the last two years with a sweet little story has been a delight. I certainly didn't have to look far for inspiration with two young daughters. Glendyn then did such an amazing job of capturing theseScreen Shot 2019-02-08 at 12.27.11 pm.jpg genuine performances - it's hard not to love their father daughter relationship."

The film is set to a perfectly appropriate offbeat music track called "There's a Little Bit of Good in Everyone" recorded by the late singer and activist Johnny Richardson and on his kids' album of folk songs from 1977. It was uncovered and licensed by Jonathan Mihalijevich at Franklin Road.
What Ella Wants runs as 60, 30 and 15 second spots on TV, online and in cinemas. It will also feature in branches and OOH throughout the country.

Client: Bank of New Zealand
Acting Head of Brand: Briar Rowe
Acting Brand Strategy and Creative Manager: Bec Reynolds
Agency: Colenso BBDO
Production Company: Exit Films
Post production: The Butchery & Blockhead VFX
Music & Sound Design: Franklin Road Photography: Match Photographers

2 Comments

Nice said:

I like this!👍

Bank of Big Profits said:

Message: sacrifice little expenses to pay us interest and fees...

Leave a comment

About CAMPAIGNBRIEF

A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs