Brief: As a diversified financial services provider, Nedbank’s newly defined purpose is to use its financial services expertise to do good for individuals, families, businesses and society, facilitating the movement of capital and the flow of money from where it is required for the benefit of clients, other stakeholders and society at large to enable a thriving society, create long-term value and ensure confidence in the banking system.

The brief was to produce a short film to be screened at the 2016 Chairman’s Dinner, to share Nedbank’s newly launched purpose statement.

Idea: The approach was to interview a number of key individuals within different clusters of the bank to get some tangible and contextual insight into what this purpose statement means and how it relates to the activities and commitments of various clusters of the bank, and to develop a visual narrative that would illustrate and complement the content of these interviews.

Impact: The film was shown to a room full of C-suite executives and government officials to communicate this new purpose that Nedbank has committed to. It has subsequently been used extensively by the Nedbank executive team in roadshows and at events across the country to distil an understanding of this new purpose throughout the organisation and to motivate and inspire passion, commitment and pride amongst employees, as well as to communicate to a broader audience of societal stakeholders the role Nedbank seeks to play in growing an inclusive South African economy.

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