Turning a banking brand’s tone of voice into one that’ll entertain and speak to millennials.  
ChallengeStudent’s aren’t particularly financially savvy, with their student loans likely being the first time they’ve received such a large sum of money. 
Insight: The smarter you get the less you lose.
IdeaBe Uniproof: A 360, year-long platform that turns NatWest into the perfect parter in crime for your university life. The campaign will help students to be financially savvy, without missing any fun.
ExecutionUsing a hero TV spot, we showed how poor financial planning can result in a sub-par university experience (and a diet of baked beans). We then created a series of interactive online tools, all of which helped students prepare themselves for their upcoming uni lives, as well as a Facebook app that enabled people to sign-up for a student account. 
Agency: M&C Saatchi.

TVC campaign launch.
OOH and Posters.
Apply for your account with the Facebook gaming app.
Giving useful university tips through our social media.

Watch the YouTube series, "Don't be like Ben".
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