NatWest - Tomorrow Begins Today

ECDs: Toby Allen & Micky Tudor
Creative Director: Loui Bowes
Creative: Loui Bowes & Carl Storey
Agency: T&P
Director: Freddie Powell
Photographer: Tom Van Schelven

Creative Circle:
Best Integrated Campaign (Silver)
Best Sound Design (Silver)

The Drum Awards:
Social Media - Financial services

British Arrows:
Financial & Corporate Services (Shortlisted)
Post Production - Audio (Gold)
Ad of the day - Campaign
Ad of the week - Shots Magazine

Following the pandemic, it was the perfect time to wake the nation up and relaunch the brand platform Tomorrow Begins Today for NatWest.

The relaunch spot is a 90s foot stomping, un-banky, shot in the arm for action, and we flooded the nation with OOH, murals, social and audio ads, helping NatWest shake off its stale reputation and grab the eyes (and ears) of the elusive U35 audience. We finished with a bang on TikTok as the first ever high street bank to launch a hashtag challenge. The hashtag gathered 6 BILLION views, smashing the 1m views benchmark set for a “low interest category” like finance.

The vignette-style brand spot also gave us the flexibility to craft a dynamic, cut-and-paste approach to product campaigns throughout the year, all voiced by Lady Leshurr and Saffron Hocking of Top Boy.

This was the start of my journey CDing the NW account for the next few years.

Loui Bowes ~ Creative Director

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louibowes@gmail.com