By Danielle Long, Acting APAC Editor

February 12, 2019 | 2 min read

Bank of New Zealand is celebrating the positive things that come from being good with money and saving your pennies.

The latest chapter of the bank’s long-running ‘be good with money’ campaign showcases a father and his daughter and the relatable experience of saying no to children’s requests.

The ‘What Ella Wants’ spot follows Dad and seven-year-old Ella as he faces the challenge of saying ‘no’ while she learns the sacrifices of saving for things that you want.

The campaign aims to resonate with New Zealand families while demonstrating the positive elements of saving.

Briar Rowe, acting head of brand at BNZ, said, “We’ve been focussed on the optimistic evolution of ‘be good with money’ for a couple of years now, and that hasn’t changed - showing New Zealanders in their everyday lives and demonstrating the ways BNZ products and services help them be good with money”

“This new chapter of the brand work shows the other side of that same story - that great things can come from being good with money,” says Rowe.

What Ella Wants is a story of a dad and daughter making their way through some everyday money decisions together. Seven-year-old Ella is learning that reaching a goal means making some sacrifices, while Dad is dealing with the challenge of saying “no” a few times. The takeaway – getting to your goal isn’t always straight or easy, but it’s worth it.

The campaign was created by Colenso BBDO and directed by Glendyn Ivin at Exit Film. It includes TV, online, cinema, in-store and OOH activity.

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