AUCKLAND, Friday: Bank of New Zealand has launched a new brand campaign, backed by the full resources of its agency, Colenso BBDO. Unlike many bank ads, this one’s understated, and scores serious cut-through with a charming acoustic jingle from Franklin Road.
The campaign continues BNZ’s long-running theme of helping New Zealanders be good with money, with a story that aims to resonate with families all over New Zealand.
BNZ acting head of brand Briar Rowe said: “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.”
“The film is set to an offbeat music track recorded by the late singer/activist Johnny Richardson. It was uncovered and licensed by Jonathan Mihalijevich at Franklin Road.”
The campaign was shot by Exit Films director Glendyn Ivin.
Colenso ECD Steve Cochran said: “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 these genuine performances – it’s hard not to love their father-daughter relationship.”
The film is set to an 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
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