TBC - HI APP

TBC WAS LAUNCHING HI APP, A MOBILE BANK FOR PEOPLE UNDER 18. THE TASK WAS TO SPEAK TO A YOUNG AUDIENCE IN A WAY THAT FELT NATURAL AND WELCOMING. FOR MANY TEENAGERS, THIS WAS THEIR FIRST INDEPENDENT FINANCIAL EXPERIENCE. WE TREATED THE LAUNCH AS A SIMPLE INTRODUCTION, SAYING HI THROUGH MUSIC, ENERGY, AND ATTITUDE RATHER THAN INSTRUCTION. THE CAMPAIGN TOOK THE FORM OF A MUSIC VIDEO BUILT AROUND AN ORIGINAL SONG. TEENAGERS WERE PLACED AT THE CENTER OF THE FILM AS THEMSELVES, WITH FAST, BRIGHT VISUALS THAT MATCHED THEIR PACE. INSTEAD OF EXPLAINING THE APP, THE FILM FOCUSED ON FEELING, INTRODUCING HI APP AS SOMETHING THAT ALREADY BELONGED TO THEM.