The Challenge

DCM tasked us with helping to build a campaign that would raise awareness for NatWest Thrive - an initiative designed to give young people money confidence, whilst leveraging the collaboration with Sony Pictures planned UK release of Gran Turismo.

At the time of briefing (June 2023), DCM made it clear that they were keen to have a shoot based creative execution that could be produced at speed without compromise to quality. The challenge was twofold; coming up with a great campaign idea that authentically connected two juxtaposing brands - NatWest and Gran Turismo, for cinema, and one that would require a shoot and be delivered in record time, ahead of the films’ imminent release. 

Our creative producers crunched their heads and went back with a single idea within 24 hours! An idea that not only authentically connected to both the film and Thrive campaign, but would leave a valuable, positive footprint behind it. 

In partnership with DCM (Digital Cinema Media), we produced a campaign to raise awareness for NatWest Thrive - an initiative designed to give young people money confidence, whilst leveraging the collaboration with Sony Pictures' UK release of the movie Gran Turismo.

At the time of briefing, DCM stipulated that we were to have a shoot-based creative execution that could be produced at speed without compromise to quality. The challenge was twofold; coming up with a great campaign idea that authentically connected two juxtaposing brands - NatWest and Gran Turismo, for cinema, and one that would require a shoot and be delivered in record time, ahead of the films’ imminent release. 

Our creative producers crunched their heads and went back with a single idea within 24 hours. An idea that not only authentically connected to both the film and Thrive campaign, but would leave a valuable, positive footprint behind it. 

The Insight

To connect the NatWest Thrive Campaign ethos of 'Believe It, Become It' with the Gran Turismo story narrative (a young man's journey of chasing his dreams), we knew we needed to tap into the drive and passion that is so prevalent amongst today's younger generation. 

The Thrive campaign was already well developed, and the film’s heart was clear to see. So we boiled the connection down to agree a dual brand mission that would not only fuel our creative thinking but would also act as a pledge for what we aim to achieve by the campaign itself:

NatWest Thrive and Sony’s ‘Gran Turismo’ share a drive to empower young people to boss their future.

The Idea

What better way to bring to life this unique collaboration than by illustrating the story narrative of Gran Turismo, and giving young adults the opportunity to create and work on a brand partnerships campaign for NatWest? There isn’t one, so that's exactly what we set out to do. 

NatWest’s first instinct was to cast young people from a wide pool, however, we knew nothing would beat the energy and enthusiasm of young people who shared a passion for filmmaking, who knew each other, and never had real movie making resources available to them. We found a film making club from a South East London state school (much like the one Jann Mardenborough played by Archie Madekwe went to in the film), and challenged the students to restage a clip from the film and shoot their own version of a short-form film. Our job was to shoot the team aesthetically and let their inquisitiveness lead the process. It was a focus on pure passion and curiosity. We wanted to create a piece for students, by students.

The next step was choosing a professional crew to document the film making club's journey. Everyone involved had to be willing to appear in film, have world class film making skills and knowledge, and most importantly have the patience and enthusiasm to teach. We also wanted to have as many female Heads of Department as possible leading the production process with the hopes that the younger generation would see women in leading roles and in turn would inspire our young contributors, as well as the audience.

I didn't think there would ever be so many women running things here. It really shows you it's possible.'  - Amelia, student at Thomas Tallis School

This is a project that our agency is particularly proud of. Beyond the campaign, our crew have gone on to offer work experience and mentoring to the students - making sure the positivity and intent lives beyond the campaign itself.

As a project, this really was the dream mix - ethical, meaningful, full of intent and action, that successfully managed to serve a variety of disparate client needs, whilst also landing a clear message and purpose.