Studies show that 91% of Gen Z is stressed, with finances being one of the top three culprits. To counter this, 83% of this demographic consumes relaxing content online. So why do ads continue treating money management as inherently stressful, adding to this anxiety?
The National Bank of Greece, one of the country’s most trusted banks, decided to take action—and they knew that easing this stress required more than just a respected name. That’s why NBG launched NEXT, the first youth-oriented, stress-free banking app. The product was introduced through a digital-first campaign featuring ultra-relaxed characters in absurdly chill settings, topped off with a calming, ASMR-ish voiceover that dispels money fears and makes room for money fantasies. Because, at the end of the day, there’s no need for big names and loud voices to make finances less scary.
Client: National Bank Of Greece
Agency: McCann Worldgroup Greece
ECD: Aleka Papadia
Creative Director: Panos Pagonis
Art Directors: Michalis Alexiou / Konstantinos Tsagkakos / Vivian Kalomoiri
Copywriter: Despina Karakosta
