The Brief
Gen Z sucks at asking for their money back. How can we help them?
The Insight
They do talk about money, but much of the time, it's in an unserious way - using sayings like "get that bread" to refer to hustling for money.
The Idea
Use bread as a way for Gen Z to ask for their money back, while keeping conversations light and fluffy.
First, we normalised asking for money back.
Then, we provided the tools to ask.
Including copy & paste texts on NAB's website to send straight to their friends.
This resulted in the highest brand consideration scores for NAB in 5 years, and lifting key brand perception in just 2 months.
Creative: Tom Badge & Alana Wood
