Project Description

In 2012, Nedbank (with Joe Public) rewrote the Eugene story. He changed from being the voice of the bank (which sounded a little inauthentic for some) to becoming the recipient of ‘savvy’ financial advice. From being an aspirational persona during the Whole Enchilada, to a guy who took good advice resonated with the less affluent and the more affluent alike. This rewrite played to Eugene’s comedic strength, making him more likeable, and more credible.