PEBBLE

Creative idea

Studies show that 91% of Gen Z is stressed, with finances being one of the top three culprits. To counter this, 83% of this demographic consumes relaxing content online. The National Bank of Greece, a trusted institution, decided to change this by launching NEXT, a youth-oriented, stress-free banking app. The app was introduced through a digital-first campaign featuring ultra-relaxed characters in absurdly calm settings, paired with a soothing, ASMR-style voiceover. This approach shifts the focus from money fears to money fantasies, proving that easing financial stress doesn’t require big names or loud voices.

Brand name: NEXT
Advertiser / client: National Bank of Greece
Product / service: Financial and Banking App
Campaign name: Stress Free Banking
Agency network: MCCANN WORLDGROUP
Agency: MCCANN ATHENS
Media agency: Wavemaker
Production company: TAKES 2
Executive creative director: ALEKA PAPADIA
Creative director: PANOS PAGONIS
Art director: MICHALIS ALEXIOU, KONSTANTINOS TSAGKAKOS, VIVIAN KALOMOIRI
Copywriter: DESPINA KARAKOSTA, ELENI PERPERIDOU
Account director (agency): GEORGE KESKILIDIS
Media director: GIANNIS EFSTATHIOU
Managing director: HARRY PARIANOS
Strategic planner / strategist: VENIA KORONIDI
Senior planner: ISAVELLA KRITSALI
Photographer: KOSTIS SOHORITIS
Illustrator: ABNORMAL STUDIO
Film production: TAKES 2
Director: KEITO
Director of photography: ALEX KANAKIS
Music: BOUNCE
Agency producer: MANOLIS MATA
Post production: Whiskers Post Production & Takes2 Post Production
Additional company: Head of Account: George Tridimas Account Director: Irini Anagnostopoulou Sinior Account Manager: Tina Kosmaoglou Head of Digital: Katerina Yianouli Producer: Manolis Kontarinis Art Director: Olga Brouma & Zeta Mobarak Assistant Art Director: Christina Papadimitriou Production Manager: Thanos Athanasiadis Hair styling: Zois Triantafilloy Sfakianakis Casting Director: Tania Gaitani Styling: Marianthi Hatzikidi Editor: Vassilis Tsoukalas