Become a ​budget bougie millionaire with Standard Bank

With a 67% unemployment rate,South African youth are stuck between big dreams and limited opportunities. 

However, they’re a generation brimming with attitude and ambition. Standard Bank wanted to acknowledge this in their latest campaign 10% Millionaires and inspire young South Africans to make a start in turning their millionaire dreams into reality by owning what comes first, the self-belief, the hustle and the sacrifices, and encourage them to push to the first R100k (or 10% of R1m) as an aspirational, but achievable goal.

The film, directed by Jabu Newman and produced by Romance Films in collaboration with M&C Saatchi Abel, shows a series of short scenes depicting millionaire moments contrasted with ‘budget bougie’ reality e.g., walking gracefully down a red carpet in a store’s dressing room, having a spa day at home, or posing in front of a luxury car at a dealership - all captured in the loose, fun and high-octane style of TikTok videos for audience relevance and resonance.