Loui Bowes ~ Creative Director

NatWest - Let’s Talk Savings

Creative Director: Loui Bowes
ACD: Kat Nowotny
Social Strategy & Production: Tom Kelly & Lewis Harley
Creatives: Nikki Brooks, Ben Weaver
Agency: T&P Cannes Lions 2026:
Media Insight & Data (Bronze)

The Drum Awards:
Data/Insight (Gold) 
Ai (Gold) 
 A Cannes Lion winning campaign that turned data into conversation, in partnership with Initiative UK. Built from the Savings Index, a major UK survey NatWest ran every year, it revealed how people are really saving, budgeting and feeling about money. We used the data as the campaign engine, creating content that helped NatWest show up as an authority on everyday financial behaviour (not just a bank selling savings accounts.)

The paid and earned assets we created were part of a bigger plan to show up exactly where the conversations around money were happening - in feeds, forums and ai-powered tools. We believed in this so much, we made it with my very own team infront of (and behind) the camera, and zero production budget. The campaign gathered 90 million impressions, and helped nearly 500,000 more people start saving.

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©2026

louibowes@gmail.com