The insight
Young people and parents share a mutual growth process. They learn by trying, through trial and error. Young people are growing up in a frictionless digital world with new temptations where it is easier than ever to spend money. Parents are expected to be experts, but they themselves are also looking for guidance and advice. They want to give their child freedom, but when? And how much?
Video · TVC
‘As children learn to manage money step by step, we empower parents to start letting go.’
The idea
Parents strive to teach their children the value of money early on, balancing guidance with the need for independence. In a world where spending is easier than ever due to digital temptations, nearly half of parents worry about the financial temptations their children encounter. Yet, they also want to allow their kids to grow independently. ABN AMRO supports this balance with expertise, practical tools, and a youth account, helping children learn money management step by step, allowing parents to gradually let go.
The outcome
The campaign, aimed at parents, is narrated from a young boy's perspective. In the TV commercial, he is tempted by everything he can buy with his first debit card, often purchasing unnecessary items. This mirrors what many of us did when we were young, highlighting the learning process. Sharif has captured this approach honestly, adding depth to the main character. The fitting track 'Big Spender' underscores the boy's sense of newfound freedom. Instead of dictating how to manage money, the campaign offers a relatable depiction of a child's journey to developing smart money habits while his father discreetly oversees. The full-funnel campaign will be launched across TV, Radio, (D)OOH, online video, and social media.