Studies show that 91% of Gen Z is stressed, with finances being one of the top three culprits. To counter this, 83% of this demographic consumes relaxing content online.

The National Bank of Greece, a trusted institution, decided to change this by launching NEXT, a youth-oriented, stress-free banking app. The app was introduced through a digital-first campaign featuring ultra-relaxed characters in absurdly calm settings, paired with a soothing, ASMR-style voiceover. This approach shifts the focus from money fears to money fantasies, proving that easing financial stress doesn’t require big names or loud voices.