“The team at NAB asked us to be bold."
NAB, in partnership with TBWA\Melbourne, Mindshare and Principals, is unveiling a refreshed brand platform that showcases the unique relationship between NAB bankers and customers.
The campaign follows NAB bankers and products helping its customers across three larger-than-life scenarios: A NAB business expert helping a business owner to take control of his fast-growing business, a mobile home loan specialist helping a young couple to chase down a house and the NAB app making it simple to save for a new car.
Since 2016, More than Money has created a distinct positioning for NAB as the bank that understands there’s more to life than money.
NAB chief marketing officer, Suzana Ritsevski said: “We know there’s more to life than money, and that’s why we develop relationships with our customers to better understand their needs and aspirations.”
Directed by The Bobbsey Twins, the brand will be supported across multiple media channels and followed up with dedicated business and home Loans creative which unfold the stories further.
NAB head of group brand, Faycal Ben Abdellaziz, said: “Creating a CGI Marvel-esque universe, the campaign taps into the drama that has become our daily reality in today’s ever changing, uncertain world.
TBWA\Melbourne: “The team at NAB asked us to be bold. So, we created an exaggerated wild world where houses have legs, businesses grow before your eyes and NAB bankers drive around in star emblazoned muscle cars - all as an analogy for the 'more' that NAB's people, products and tech bring to every money moment.”
Faycal Ben Abdellaziz
Creative Agency: TBWA\Melbourne
Director: The Bobbsey Twins
Edit: Arc Edit
Post-Production: ALT.VFX Colourist: Dave Gibson
Music: Rumble Studios
Sound: Squeak E Clean
Photographer: Juli Balla
Photography Production: The Kitchen
Retouching: Cameron Jones
Design Agency: Principals
Media Agency: Mindshare