Challenge

The Current Account Switch Service is mandated to raise awareness among 18 to 24 year olds.

But for Gen Z, switching bank accounts is not just low interest, it is almost irrelevant.

They do not switch banks, they stack them. They open new accounts without closing old ones. And in a world where they feel a lack of control over jobs, housing and the cost of living, their bank is just another system that happens to them, not something they actively manage.

In a fragmented media landscape where traditional ads are skipped, blocked or scrolled past, simply explaining the benefits of switching would not cut through.

We needed to make financial empowerment feel culturally relevant and put control back where it belonged.

Solution

Instead of behaving like a bank, we behaved like a record label.

Call The Shots was created by Gen Z, for Gen Z. We collaborated with emerging artists Libby Whitehouse and Keanan to co create two original tracks built around a simple truth: when you switch your bank account, you are in control. You call the shots.

Each song became a fully realised music video.

Libby’s pop infused bedroom anthem leaned into classic breakup tropes, surreal set design and an unapologetic dance floor finale. Keanan’s hip hop and country hybrid delivered saloon bars, line dancing and a tongue in cheek bust up, playfully embracing the clichés of the genre.

Every lyric, beat and visual was crafted specifically for the campaign, embedding the brand message directly into culture rather than placing it alongside it.

The tracks launched like genuine music releases with teasers, behind the scenes content, social collaborations and partnerships, meeting our audience in the spaces they already love.

By handing creative control to young artists and tapping into music culture, we turned a functional financial service into something expressive, entertaining and shareable.

Because for Gen Z, empowerment is not about being told what to do.

It is about calling the shots.