Bank of New Zealand has introduced two charming characters to teach a lesson about being good with money in a new campaign via Colenso BBDO and Exit Film’s director Glendyn Ivin.
Called ‘What Ella Wants’, the campaign tells the story of seven-year-old Ella and her dad as they make their way through some everyday money making decisions together. Ella learns that reaching a goal means making some sacrifices, like an at-home haircut, while Dad is dealing with the challenge of saying “no” a few times.
The hoped takeaway is getting to your goal isn’t always straight or easy, but it’s worth it.
Briar Rowe, BNZ acting head of brand, says 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.”
Steve Cochran, executive creative director at Colenso BBDO, says following its ‘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 performance is complemented by the music track called “There’s a Little Bit of Good in Everyone” recorded by the late singer and activist Johnny Richardson. 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 and Sound Design: Franklin Road
Photography: Match Photographers