NAB asks Australians ‘What is money for, if not for this?’

Paige Murphy
By Paige Murphy | 13 July 2020

NAB has launched a campaign that asks Australians ‘What is money for, if not for this?’

Rolling out nationally across TV, radio, digital and social, the campaign brings to life the bank’s longstanding More than Money brand platform by showcasing the everyday things that matter most to Australians.

“What is money for, if not for this? is an evolution of our longstanding More than Money platform. In the current challenging times many Australians are re-evaluating their lives," NAB executive, group marketing Suzana Ristevski says.

"This campaign is about helping our customers refocus on what matters most, and to provide the peace of mind that NAB is here to support those aspirations, whatever they may be.”

Clemenger BBDO executive creative director Richard Williams says the campaign highlights how 2020 has provided a "rare moment of clarity" for everyone.

“We have all been forced to take a step back and understand what is more than money and more importantly what money is for," Williams says.

"This campaign reminds Australians that NAB, like them, understands what is money for if not for our homes, our employees, our loved ones or our businesses.”

Mindshare managing director Chris Solomon says banks have played an important role throughout the COVID-19 pandemic.

“NAB has been supporting its customers through the crisis and Mindshare is incredibly proud to be a part of the new Brand work," Solomon says.

"As a key partner to NAB, our aim in media is to really demonstrate this support through high-reaching touchpoints and media integrations.”

Credits

Client: NAB

Executive, Group Marketing (CMO): Suzana Ristevski
Head of Group Brand: Faycal Ben Abdellaziz
Brand Communications, Strategy & Planning: Sue Brailsford & Dan Hill
Brand Identity, Group Brand: Susanna Hondrokostas
Brand Squad Lead: Nadine Mannering
Creative & Content Development (Brand): Alexander Erkiet, Johannes S Samson & William Leabeater
Media Personalisation (Brand): Adriana Kent & Bridget Larsen

Creative Agency: Clemenger BBDO

Media Agency: Mindshare

Production:

Film Production: Revolver
Director: Gary Freedman, Revolver
Senior Producer: Alex Taussig, Revolver
Managing Director: Michael Ritchie, Revolver
Executive Producer: Pip Smart, Revolver
DOP/Cinematographer: Germain McMicking
Editor: Jack Hutchings/Tim Parrington
Grade Artist: Justin Bromley, Fin Design
Music Track & Artist: Michael Hubbard - Lights of Dawn
Music Production: Level Two Music
Post Production: Fin Design

Photography: Photoplay
Photographer: John Laurie, Photoplay
Photography Producer: Ross Colebatch/Alison Lydiard, Photoplay
Retouching: Mike McCall/Steve Pratt

Sound House: Squeak E Clean
Sound Designer/Engineer: Paul LeCouter, Squeak E Clean
Executive Producer: Ceri Davies, Squeak E Clean

Casting: Peta Einberg Casting

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