NatWest has unveiled a new campaign promoting its free financial education programme, MoneySense, in what is the first results of its partnership with The & Partnership London.
Set to This is How We Do it by Montell Jordan, “We are what we do” shows a young girl swaggering through a supermarket car park after finding a pound coin discarded in a shopping trolley.
It’s the bank’s first campaign with The & Partnership London since it ended its two-decade relationship with M&C Saatchi last year.
The ad was created by Kate Allsop, Howard Green, Matt Wood and Tom Loveless, and directed by The Bobbsey Twins through Blink Films.
It will be supported by social media, out-of-home, press and radio actitvity.
“We are passionate about equipping people with a more positive mindset and greater capability around their money,” said Emma Isaac, brand marketing director at NatWest, the Royal Bank of Scotland, Ulster Bank and Coutts.
“We know it’s important for people to learn these skills from an early age as it helps them make the right financial choices in later life.
That’s why our MoneySense programme has been helping young people, like the incredible little girl in our ad, build a better financial future for over 25 years.”