BNZ: Money is bad

For three weeks "Money is Good" and "Money is Bad" statements appeared around New Zealand, including two unbranded films playing on television and cinema. Who was behind the campaign was a well-kept secret (even from BNZ staff), to create maximum interest and talk about the subject of money, without influencing it with the bank's involvement. We then revealed it was indeed BNZ, with outdoor, press and a 90 second film that wove the "good" and "bad" tease films together. This launched BNZ’s new brand positioning "Be Good With Money".