NAB explores what money means to Australians

12 February 2018

Advertiser: National Australia Bank
Creative Agency: Clemenger BBDO (Melbourne)

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NAB is asking Australians what they want out of life in its 'Talk to Yourself More' campaign.

NAB is encouraging people to explore what its brand platform, More than Money, means to them in its latest ad campaign.

The More than Money platform was established in 2016 under CMO Andrew Knott and aimed to put the bank's customers at the heart of its messaging.

The campaign, called Talk to Yourself More and created by Clemenger Melbourne, is based on the insight that Australians should talk to themselves more about what they really want in life.

As discovered through the campaign film, as we get older, knowing precisely what will make us content and fulfilled becomes less obvious. 

The three minute clip starts by asking children what they want and they quickly respond with things like a bike, candy and goggles.

But when adults are asked the same question, they struggle to identify their basic wants.

NAB CMO Andrew Knott says the campaign aims to encourage Australians to take action and reflect on what’s important in their lives.

"Talk to Yourself More is a fantastic demonstration of our commitment to working with Australians to help identify what their ‘More than Money’ is, and importantly, provide them with the tools and products that can help them achieve their goals," he says.

Clemenger BBDO creative chairman James McGrath adds: "We are always humbled and inspired by the honesty and humanity that an idea can create”.

The campaign will be rolled out nationally through TV, digital, social, PR and outdoor media starting on the 11th February 2018.

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