Rebecca Armando

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Better Safe Than Sorry Instagram story: Don’t do it unprotected.

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Better Safe Than Sorry

How can National Australia Bank get an overconfident Gen Z to care about online scams?

This advertising campaign, built by our team of five for a live NAB brief, answers with humour. ‘Better Safe Than Sorry’ draws parallels between safe banking and safe sex: everyone knows the precautionary habits, but few follow them in the heat of the moment.

Company: National Australia Bank
My role: Idea, creative direction, strategy

Credits

Team: Ella Murphy, Anna Seifart, Lovisa Hoegberg and Valeria Milyukova. Tutor: Melanie Zolenas-Kennedy. Creative Advertising, UTS Sydney. Brief by National Australia Bank.

Instagram story ad: Don’t do it unprotected. — The Instagram story

The insight: Gen Z knows how to bank safely, but rarely does it in the moment

The strategy: turn what Gen Z already knows into what they do

The precedent: NAB has been boldly unconventional before, with its 2011 “break-up” campaign

The creative direction: Better Safe Than Sorry

The insight: Gen Z knows how to bank safely, but rarely does it in the moment

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