NatWest

NatWest needed to attract apprentices, particularly from genders and racial backgrounds which had traditionally been underrepresented. We needed something fresh, attractive and different to what a large, conservative bank would do. We also wanted to meet candidates where they were at, in social communities such as Discord (gaming) and TikTok. Insights told us that vintage games were warmly nostalgic for this audience, so we borrowed that lo-fi 8-bit look and used the well known "platformer" game as a canvas for our messages. Since our target included young people who were on the cusp of adulthood, but probably still attached to their teen life of gaming, living at home and low-end employment, we challenged them to take things to the "next level".