NatWest’s ‘Living with the Cost of Living’
The Challenge
By 2022, the UK’s cost-of-living crisis was hitting hard, affecting the mental and emotional wellbeing of NatWest customers – so I lead my team in creating a content programme for the bank that could improve their customers’ lives.
The Solution
‘Living with the Cost of Living’ was our creative response which pulled together practical guidance with empathetic storytelling – driven by our award- winning creativity and expertise in editorially- led content at Dentsu. Working with experts, thought-leaders and influencers, we grew the bank’s cost of living content from a single landing page to 40 pieces spanning articles, short films, social UGC and emails.