Bank of New Zealand has followed up its ‘What Ella Wants’ campaign launching another little story with a big life theme. Created by Colenso BBDO, ‘Kids’ Room’ is the simple story about two siblings, Jasper and Willa, who share a bedroom.
While the story has an underlying banking theme of purchasing a new home, the campaign is a story about how these kinds of moments in our lives mark new chapters and new beginnings, and therefore, come with a mix of excitement and promise – but sometimes some apprehension and trepidation. (And not just for kids.)
Briar Rowe, Head of Brand at BNZ, says “Banking can be seen as very rational, but we know it’s interwoven into many of our biggest life moments. This story taps into the emotions that these moments have, through the eyes of Jasper and Willa.”
It’s a story we all probably recognise or relate to from our own upbringing or families. For instance, the director of the film, Zia Mandviwalla from Finch, drew inspiration for the characters from her niece and nephew, who happen to share bunks in a small bedroom.
Colenso BBDO ECD Steve Cochran says, “Building on the spirit of our ‘What Ella Wants’ spot, made earlier this year, has been a lot of fun. Zia did an amazing job bringing this story to life with two young stars, Ben and Zita. Zita, just five years old was intent on staying true to her onscreen character, Willa, throughout the two-day shoot.”
The music track is by artist Johnny Richardson – the same artist whose music was used in the Ella commercial, and licensed through Franklin Road.
Cochran adds, “It wasn’t our initial intention to use another song from the same singer. But in our search for possibilities, this one just seemed like a great fit. And I guess, as a bonus, helps make this spot even more of a true ‘sister’ to the Ella ad.”
‘The Kids’ Room’ is launching on TV, online, in cinemas and will feature in branches and on outdoor nationally.
Credits
Client: Bank of New Zealand
Chief Marketing Officer: Jodene Murphy
Head of Brand: Briar Rowe
Brand Manager: Bec Reynolds
Agency: Colenso BBDO
Production Partner: FINCH
Media Agency: Mediacom
Sound: Franklin Road
Photography: Alistair Guthrie
