The '#ilive4' campaign, set in the Johannesburg city centre, showcases Nedbank’s new retail banking app, Nedbank Money™, which was rated as one of the top two international communication campaigns of the week by global advertising agency directory Adforum, based in France, a day after being flighted. It also received the Orchid mention from The Citizen editor Brendan Seery in South Africa.

"The Nedbank Money™ app TV commercial is an extension of Nedbank’s new brand positioning, 'see money differently', and demonstrates how money well-managed can make a real difference in people’s lives," says Vanessa Singh, executive head of marketing for Nedbank Retail and Business Banking.

"It’s a truly powerful, authentic and lively way of telling the stories of South Africans, irrespective of their age, gender, race, sexual orientation or disability, highlighting that people can manage their money better so that they can achieve their goals," adds Singh.

The Nedbank Money™ app aims to enable clients to manage their money quickly, safely and easily – anytime, anywhere. Some of the features of the app are increasing or decreasing ATM limits and sending money to friends and family on their phone contacts list.

Nedbank Money™ app – '#ilive4'


"To help clients manage their finances more effectively, the Nedbank Money™ app boasts a high level of innovation, ease of use, and security," says Singh.

The aim of the Nedbank Money™ app '#ilive4' campaign is to celebrate South African diversity and the richness of its people and to show Nedbank as an accessible, appealing, and inclusive bank.

Singh adds, "The commercial embraces people that are youthful, real, edgy, colourful, and from all walks of life – from the children that are our future to senior citizens, transgendered people, and people born with albinism. It’s based on a human truth – that people don’t live for money but it certainly gets them what they live for."

The ad tells six South African stories and aims to demonstrate how the Nedbank Money™ app becomes a natural part of their lives. The creative is based on six themes – love, movement, freedom, empowerment, growth, and tomorrow.

The theme ‘love’ is depicted by the young couple and their cultural connection to sneakers. ‘Empowerment’ s represented with the T-shirt factory scene, where a voice is given to the marginalised – the person with albinism, the transgendered individual, and the plus-sized woman.

The ‘growth’ scene depicts a tattoo artist and aims to pay homage to an art form that is often overlooked and is captured with a visual of a tree tattoo that grows before the viewers eyes.

The theme ‘tomorrow’ is represented by a pregnant hotel manager who is planning her life with her future child. ‘Movement’ is represented by AfrikaBurn, while ‘freedom’ is represented by the former ballet dancer.

"These themes are just some of the things that people live for and capture the richness of our cultural diversity, something that should be celebrated," says Singh.

"We have embarked on an exciting journey with Nedbank as we unpack the greater meaning of ‘see money differently’ to consumers. The new campaign paints Nedbank in a far more youthful light, which may just be the edge we need in a very competitive market," concludes Xolisa Dyeshana, chief creative officer at Joe Public United.

For more information, visit www.nedbank.co.za. Alternatively, connect with them on Facebook or on Twitter.