Title | ANZ WE DO HOW |
Brand | ANZ BANK NEW ZEALAND |
Product / Service | FINANCIAL SERVICES |
Category | A05. Consumer Services / Business to Business |
Entrant | TBWA\NZ Auckland, NEW ZEALAND |
Idea Creation | TBWA\NZ Auckland, NEW ZEALAND |
Production | GOOD OIL FILMS Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Shane Bradnick | TBWA\NZ | .chief Creative Officer |
Ashwin Gopal | TBWA\NZ | Creative Director |
Catherine Harris | TBWA\NZ | Chief Executive Officer |
Gavin Siakimotu | TBWA\NZ | Art Director |
Julian Andrews | TBWA\NZ | Creative Director |
Rather than selling big dreams to New Zealanders like most banks do, ANZ Bank’s new brand platform ‘We Do How’ is about giving people the know-how they need to start their financial wellbeing journey. This brand platform was launched with an emotional film based around the premise ‘If you have the why, we have the how.’ This message underpins the journey of a New Zealand-Indian family. We see they ‘why’ that drives the parents Ravi and Claire to improve their financial wellbeing with help of a ’how’ from ANZ. We also see the ‘why’ that drives son Sameer to one day play for the New Zealand cricket team. The son achieving this goal has a profound effect on the father, a huge Indian cricket fan. Within weeks of launch, the film has broken all previous benchmarks tracked by ANZ for brand consideration, recognition and enjoyment.