Self-shot by NatWest colleagues all over the country, the latest NatWest commercial ‘Every one of us is here to support you’ is a TV, press, radio, social and digital campaign demonstrating how the bank is supporting individuals and businesses. The campaign is testament to what’s possible in terms of casting, directing, editing and post-producing projects remotely.
The&Partnership’s new campaign for NatWest demonstrates all the ways the bank is available to support individuals, starting with the app, but then more broadly in further executions. The campaign will proceed to show how NatWest is supporting businesses, vulnerable customers and charities. The colleagues featured reflect a cross section of front-line roles; from the call centre team to branch managers, and was directed by Simon Ratigan from HLA. Ratigan felt the process “allowed me to watch the rushes and quickly feed back so that the (NatWest colleagues) could adjust their delivery and film themselves again. This proved surprisingly effective, with performances getting better and better despite people’s lack of experience.”
Micky Tudor, executive creative director, The&Partnership said: “It may be quiet on the high street but NatWest is still there, busy, looking after their customer’s money. And they’re doing that through the resourcefulness of the people that work there – who also had to star in and film this spot themselves. So we embraced the home-made style, bloopers, outtakes and all. The result - an important message to customers filled with bags of charm.
Cheryl Toner, CMO at NatWest said, “These are unprecedented times and NatWest is at the forefront of helping businesses and individuals keeping going. Making sure that we communicate all of the great things we are doing throughout the country over the coming weeks is a huge challenge, but an important one.”