Gen Z Artists Collaborate on Music Video Campaign for Current Account Switch Service

What's Happening?

The Current Account Switch Service has launched an innovative advertising campaign titled 'Call the Shots,' which features full-length music videos created by and starring Gen Z artists. This campaign, developed by House 337, aims to connect with 18-24-year-olds by embedding the brand within the spaces they naturally engage with, such as music and social media. The campaign seeks to reframe the Current Account Switch Service from a traditional banking feature to something more exciting and relatable for young people. The initiative includes two original tracks and professionally shot music videos featuring Gen Z artists Libby Whitehouse and Keanan. The videos were directed by Soren Harrison and Amir Hossain of Bedroom, known for their work with major artists and brands. The campaign will be promoted through various platforms, including social media, Spotify, and Apple Music.

Why It's Important?

This campaign represents a significant shift in how financial services are marketed to younger audiences, particularly Gen Z. By leveraging the creative talents of Gen Z artists and directors, the Current Account Switch Service is attempting to build authentic connections with a demographic that is often skeptical of traditional advertising. This approach not only aims to increase brand engagement but also supports emerging artists by providing them with a platform to showcase their work. The campaign's success could influence how other financial services and industries approach marketing to younger generations, emphasizing creativity and authenticity over conventional advertising methods.

What's Next?

The campaign will roll out with social media teasers, followed by the release of full-length music videos and tracks on popular streaming platforms like Spotify and Apple Music. The integrated campaign will also span TV, cinema, YouTube, and various digital and social media platforms. The success of this campaign could lead to further collaborations between brands and young artists, potentially setting a new standard for marketing strategies aimed at Gen Z.