CANNES — How should a financial giant market to young adults in the digital age? By giving it to them straight. That’s according to Vice Media CEO Shane Smith, whose publishing company us helping Bank Of America do just that.

At Cannes Lions, the bank announced the launch of The Business Of Life, a video series made by Vice using data provided by Pinterest, which will also promote the content, as AdWeek reports.

“Young people are growing up and need financial advice,” Smith tells Beet.TV in this video interview. “Banks don’t have the best reputation. They said, ‘What would you do?’ I said, ‘It’s very simple’ – just give them factual (information); ’here’s what a mortgage is’, ‘here’s how you lease a car’, ‘here’s renting versus buying’.”

Those are the topics The Business Of Life video discussions touch on over the series.

“Pinterest is one of the biggest platforms in the world … especially that’s interactive,” Smith adds. “We didn’t really have a partnership with Pinterest, so we wanted to see how that would work, and it’s worked fantastically. Analytics doesn’t mean anything unless you can convert that in to something. Pinterest’s data actually works.”

We interviewed Smith as part of a series on video advertising at Cannes Lions, presented by true[X]. For more videos from the series, please visit this page.