NatWest - Thrive
ECD: Toby Allen
Creative Directors: Loui Bowes & Sam Willard
Creative: Erin & Angela, Ed John
Agency: T&P
Director: Salim Adam
Photographer: Will Douglas
80% of young people today believe they’re going to fail in life. So with the Believe it. Become it. campaign, we launched NatWest Thrive - a money skills and confidence programme - on TikTok. Harnessing the power of self belief, we launched a TikTok challenge fronted by Marcus Rashford and influencers Mia Mon and Luke Vernon, before commisioning young artists in Brighton and Manchester to create murals of our inspiring message. And finally we partnered with blockbuster Gran Turismo - a story rooted in self belief - to give aspiring filmmakers a dream-come-true experience.
The multi-channel approach generated even more content to flood the TikTok channel, with stand out pieces gathering millions of views, and the follower count growing from 150 to 35k+.