ANZ helps Kiwis on their financial journeys in new ‘We Do How’ brand platform via TBWA\NZ
TBWA\NZ and ANZ have launched a new brand platform to help improve the financial wellbeing of all New Zealanders by providing them with the resources, support and products they need.
Rather than telling New Zealanders to get ahead or dream big, ANZ’s ‘We Do How’ is about giving people the practical know-how they need to start their financial wellbeing journey.
The campaign tells the story of Ravi and Claire along with their two children Sameer and Tara Sharma. The first story shows the many ways Ravi and Claire set out to improve the financial wellbeing of their family, but the heart of the story is about father and son as Sameer spends years working towards his dream of becoming a Black Cap. Their journey unfolds over time as we watch Sameer grow from a young boy into adulthood, with ANZ supporting the family and providing the ‘hows’ for their ‘whys’.
The emphasis on family also reflects new survey data commissioned by ANZ that reveals post Covid-19, New Zealanders feel wealth is more about knowing they can pay for things to help their family thrive.
Says Shane Bradnick, chief creative officer, TBWA\NZ: “It’s a universal story we can all relate to about why we work hard in New Zealand and how we want our families to enjoy a better, happier life. It’s also a modern New Zealand story that reflects our diversity and how our love of family and a desire to help our kids succeed is a ‘why’ we can all understand. The Sharmas show us a range of ways to help us all start to improve our financial wellbeing and through them, we can see that if you have a ‘why’ then ANZ has the ‘how’.”
A recent ANZ survey found New Zealanders feel a strong need to improve their financial wellbeing with almost 60% of people wanting to save or invest more for their future and 77% thinking they could be doing better with their money.
Says Matt Pickering, general manager of marketing, ANZ: “Kiwis want to improve their financial wellbeing, but often just don’t know where to start and so it’s the ‘how’ part that’s important. ANZ is committed to giving Kiwis the practical tools and know-how they need to do this, which is why we’ve set up our Financial Wellbeing Programme.
“Financial wellbeing isn’t about being rich, it’s about feeling better about your finances by confidently managing your money today and being able to save a bit for tomorrow.”
ANZ has set up a six-step Financial Wellbeing Programme that is available to everyone, not just ANZ customers at anz.co.nz/financialwellbeing. The programme starts with calculating a person’s financial wellbeing score and more than 22,000 Kiwis have already found out theirs.
‘We do How’ will be launched with a hero two-minute ad, which is part of a suite of work designed to demonstrate ANZ’s commitment to financial wellbeing. The campaign will appear on TV, digital, social, PR, OOH and in-branch. As part of the internal ANZ staff launch ‘The Deck of How’, a deck of playing cards packed with financial wellbeing ‘hows’ and a digital book ‘The Book of How’ are being produced.
Client: ANZ Bank New Zealand
Creative Agency: TBWA Auckland
Chief Creative Officer: Shane Bradnick
Chief Executive Officer: Catherine Harris
Executive Creative Director: Guy Roberts
Creative Director: Ashwin Gopal
Creative Director: Julian Andrews
Art Director: Gavin Siakimotu
Head of Planning: Matt Kingston
General Manager: Kate Heatley
Account Director: Lindsay Paton
Account Manager: Damian O’Sullivan
PR Managing Director: Angelina Farry
PR Account Director: Sarah Watford
Head of Content: Jodie Hari
Head of Post Production: Blair Walker
Senior Producer: Mark Paisey
Studio Operator: Laura Callan
Production Company: Good Oil
Director: Adam Stevens
Producer: Matt Long
Executive Producer: Matt Long
DOP: Marty Williams
Editor: Lily Davis @ The Editors
Post Production: Blockhead VFX
Production Design: Pete Marshall
Sound: Beatworms
Music: Franklin Road
Agency Producer: Jodie Hari
17 Comments
But how does the cricket story link back to financial well being ?
Good to see emotion and story telling back in the banking world.
ANZ chasing ASB in this space. Looking forward to seeing Kiwibanks new brand platform, should be Special
Boy! That mum is obsessed with ANZ banking – It’s all she does. LOL.
My favourite part was the “Straight bat. Chin up. Eyes front.”
Overall I found the direction a bit s0-s0. Kinda corny, expected and didn’t do much to take a nice story to a higher level.
But good to see a nice story.
Long and linear.
Remember those old ads by Orange about not letting a phones ruin your movie? It seems ANZ pushed a little too hard to cram their products into this. And it’s jarring.
What would have been a lovely spot, keeps getting interrupted with ad breaks with huge in-your-face ANZ stuff.
They sponsor the cricket, so was it not enough to have the logos on the tops and helmets, etc? Seamless integration. Stuff brands wish they could do.
Save the product stuff for the product ads. Whack us over the head there.
🙁
Will many punters understand what ‘We Do How’ means?
Agree with the heavy handed product push but I can only assume it is deisnfdd to help set up the next phase of the story. The mum opening a business, the dad getting credit card to go see India black caps at Lords, the sister getting student loan for university etc
The 30 and 60 would be better, tighter story
When strategy is more important than the story. You can see each character will have his own ad or product in the future. Jamming this architecture into this story has damaged something that could have been good.
To be fair to Whybins ANZ is known for packing in the strategic messages. I seem to recall a 30″ TVC in which they wanted to hit all 7 customer segments, which was never going to happen.
Nice job for a big client in an industry that is very conservative and boring, especially when you work on a brand that has presence both here and in Aussie like ANZ and Westpac.
Well done all involved.
Will work well.
I love big TV shoots.
But I love the catering on big TV shoot even more. The brilliant 6am stun buns, the cheeky mid-morning nibbles, the calorific trays of lunchtime desserts.
But, after a few days I get bored and long for a decent restaurant meal with proper table service. Old school stuff. It’s easy to understand why; sitting at a trestle table in the middle of a cold field in New Windsor rubbing shoulders with junior clients on their first or second shoot is tiresome and boring because their conversation is usually limited to whatever’s happening on their dreadful Insta account.
I really don’t give a shit.
But I smile and make a point to quickly wander off, rark up the creatives for a bit of sport and fill in the time filling up at the chocolate and nuts catering tray.
In fact, listening to those junior clients is almost as dreadful as having to sit through this dreadfully dull and entirely predictable tv spot/film/soap opera. It reeks of messy client hands reworking the script instead of letting it breath and trusting the agency creatives.
There are bloody good creatives at TBWA.
Whatever happened? (I’ve heard rumours but can’t reveal. The client who told me would kill me.)
But what really soils my CK’s is that butchered tagline: We do how fuck the what cock balls. Must have researched well or someone’s managed to get the world’s worst tagline through. Well done to that person. Your reward? Being virtual juror on some obscure award show no doubt.
But…was no one willing to say the tagline was shite? Or had the agency already spent too much time on endless rounds of creative and just wanted the thing made? (My spies tell it that that might be closer to the truth).
Either way, I’m just glad the agency got the client to spend a heck of a lot of money on a cricket ad as we head into the rugby season.
Talk about terrible timing.
I hope they got the pre billing in before the 31st of March.
Speaking of money, I’m off to Onslow for a slap up old-school dinner on Saturday. So much more dignified than a film shoot dinner. And less riff-raff. And whomever wrote the ‘how fuck can balls and bum’ tagline, you’re invited to my table.
My shout. Drink up.
I’ll bill it to a nasty client.
Mate I don’t want to be a downer – there were some good creatives on this one like Gav – but ‘we do how’???? They must be praying this becomes part of the kiwi vernacular because it’s spectacularly clumsy. I find the whole movie very laboured. Why cricket? Apart from the fact ANZ needs to leverage its sponsorship? It gets a 10 for lameness.
WTF is my why?
… is the name of my favourite dumpling restaurant on Dom Rd. They’ll be happy.
Well that’s made any Friday. CB comments back on form.
Mate I don’t want to be a downer – there were some good creatives on this one like Gav – but ‘we do how’???? They must be praying this becomes part of the kiwi vernacular because it’s spectacularly clumsy. I find the whole movie very laboured. Why cricket? Apart from the fact ANZ needs to leverage its sponsorship? It gets a 10 for lameness.
There seems to be more stereotypes about Indians than financial advice. This ad is mostly about the Indian family playing cricket. I fail to see how this helps with finances. Not impressed ANZ.
Not a bad add. Accents bring light humour. Love to know the sound track used?