NAB's 'Wrangle Your Money' via TBWA\Melbourne

5 March 2024

Creative Agency: TBWA (VIC)

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Supporting and empowering customers to make better financial moves.

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed 'Wrangle Your Money'. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves.

As part of the 'More Than Money' brand platform, the latest work comes at a pivotal time as the country continues to grapple with the changing economic climate.

NAB CMO Suzana Ristevski says the bank knows its customers are being really considered around how they spend their money right now.

"They need to make a lot of decisions, through which NAB supports them and helps them feel confident they are making the right financial decisions – no matter how big or small," she says.

Rooted in the idea that NAB supports customers to manage their money when decisions feel wild, the campaign borrows from cinematic western tropes and is set in the front and back of a baby store.

It shows NAB’s bankers helping their customers – with a lasso no less - wrangle their money to make more informed and confident financial decisions.

Matthew Stoddart, ECD at TBWA\Melbourne, says first it was a house being chased by a Kingswood, and now its a stampeding baby furniture and a wild, bucking cot.

"This campaign is another fantastical and memorable chapter to add to the story of how NAB supports and empowers their customers," he says.

The hero 15” and 30” spots will feature across TV & cinema, with further comms to launch across OOH, social, display, radio and owned channels in the coming weeks.

The work follows on from last year’s campaign, which delivered record consideration results for NAB.



Creative agency: TBWA\Melbourne

Chief Creative Officer: Paul Reardon

Executive Creative Director: Matt Stoddart

Creative: Kale McRedmond

Creative: James Southey

Head of Planning: Virginia Pracht

Planning Director: Zac Martin

Senior Producer: Janine Wertheim

Producer: Alana Taylor

Managing Director: Ricci Meldrum

Client Partner: Sarah Tukua

Senior Business Director: Jade Mittermair

Business Director: Ella Hine

Business Manager: Sophie Ford


Client: NAB

Suzana Ristevski: Chief Marketing Officer


NAB - Group Brand Marketing

Hristos Varouhas: Acting Head of Group Brand

Sue Brailsford: Manager, Brand Management

Alastair Sykes: Senior Consultant, Brand Management

Jess Hughes: Manager, Brand Campaign Delivery

Johannes Samson: Senior Consultant, Brand Campaign Delivery

Nicole Bishop: Consultant, Brand Campaign Delivery

Mitch Anderson: Consultant, Brand Campaign Delivery

Lizzie Barclay: Consultant, Brand Campaign Delivery

Susanna Hondrokostas: Manager Brand Identity, Group Brand

Minh Tang: Senior Consultant, Brand Identity


NAB - Business Bank Marketing

Elly Bloom: Executive Marketing, Business & Private Bank

Simon O’Connor: Head of Marketing Metro & Specialised, Regional & Agri

Katherine Venus: Head of Small Business & Digital Marketing

Keegan Nash: Consultant, Creative & Content

Donna Reynolds: Senior Consultant, Marketing Campaigns

Amy Papamarkou: Analyst, Creative & Content

Amy Vo: Senior Consultant, Media Personalisation



Production house: Good Oil

Direction: Dave Wood

VFX: Alt

Sound: Rumble

Photography: Billy Plumber




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