Brief Explanation

Bank of New Zealand is one of New Zealand's 'big' four banks. But that was the problem. People weren't distinguishing BNZ as anything special from the others. We were tasked with creating and launching a unique leadership position, communicated in an interesting and disruptive way. In New Zealand, like most of the world, bank advertising is mostly boring. However the subject of money is fascinating… so we decided to stimulate a conversation on money. We ran two unbranded 60 second films on television for two weeks, one suggesting money is bad, the other good. The impact was immediate and speculation was rife… but we managed to keep the identity of the brand secret (even from the bank's 5000 employees) until the third film aired, combining the first two to state our point of view.