Thriving With Cinema

Client: NatWest

NatWest Thrive is a financial confidence and life readiness programme that supports young people across the UK and how they can feel more confident about their financial prospects.

Looking to empower a diverse group of students to follow their dreams, NatWest, DCM Studios, Initiative and production company Recipe gave them a ‘hands on’ learning experience they’d never had before: work experience on a professional film set, and the opportunity to not just create, but star in and deliver a showstopping campaign. For them to become it, they need to believe it. With clear synergies between NatWest’s brand ethos and the cinematic narrative of Sony Pictures’ Gran Turismo film release, which mirrors the journey of a young man’s dreams turning into reality, we created a Grand Prix-worthy campaign for a Grand Prix. This campaign allowed us to connect physically and emotionally with the youth audience through the power of cinema, putting them and their stories at the heart of the ads. Their work was shown across the DCM network of cinemas, with supporting activity in social media. But the real value extended well beyond the ads, leaving a positive footprint behind; helping to propel this young, diverse talent forward towards future careers in film production.