National Australia Bank (NAB) has launched the next element of its campaign schedule under the 'Wrangle Your Money' brand initiative targeting Gen Z.

The campaign, created in collaboration with TBWA\Melbourne and Mindshare, aims to address the financial stress felt by Gen Z, with Australian Securities and Investments Commission (ASIC) findings showing 82% of this demographic feel financially stressed.

The campaign seeks to connect with Gen Z Australians through relatable situations, demonstrating how NAB can help them make better financial decisions. It includes a series of ads set in a somber cinematic world, dramatising common Gen Z financial sacrifices in a funeral-like setting. The content will be rolled out nationwide across social platforms such as TikTok, Snapchat, YouTube, Out-of-Home (OOH) and Digital Audio.

"Research shows Gen Z want to be more confident when it comes to managing their finances, and knowing where to start can be overwhelming. That’s why NAB’s new campaign aims to connect with Gen Z Australians through relatable situations, demonstrating how NAB can help these customers wrangle their money to make better financial decisions," said Head of Group Brand at NAB, Sue Brailsford.

"Whether that's exploring new side hustles, making strategic trade-offs, or implementing spending curbs, our campaign recognises and celebrates this, showing how NAB can help support young Aussies to navigate their financial futures confidently."

Executive Creative Director at TBWA\Melbourne, Matt Stoddart, said everyone has an opinion on what Gen Zs should or shouldn't be doing with their money.

"We decided to let Gen Z take control in a way that felt fun, relatable and appropriately funerally," he said.

The campaign was directed by Kale McRedmond from TBWA\Melbourne. "You want to reflect how they feel, but you also risk sounding like a high school teacher with their hat backwards. I think we struck a good balance," she said.

'Wrangle Your Money' is the latest iteration of NAB's 'More than Money' proposition, launched back in 2016, which has come to reflect a more comprehensive marketing approach.