Key insight: To Gen Z, cash in their pocket is different from balances in the bank.

Key idea: Get into their Gen-Z’s minds through their pockets through ‘reverse pickpocketing’. Trained agents (professional magicians) will slip actual cash ($500,000) into the pockets of jackets and coats of Gen audiences at music festivals and in shopping malls, in unobtrusive and ethically vetted ways. The cash will be ‘marked’ with a removable sticker saying, for example, “You’ve been reverse pickpocketed –  #Nabbed”. People will experience joy of the windfall cash and can keep the money (and use it after removing the sticker). Backed by an intense social media campaign, the campaign aims to reintroduce Gen-Z to NAB’s clever, cool, street-smart banking apps and services.