NAB Breakup wins PR grand prix at Cannes
NAB’s “The Breakup” project, which saw it declare war on its rival banks, has been declared the world’s best PR campaign, winning the grand prix in the PR Lions at Cannes.
The trophy was handed to Clemenger BBDO Melbourne at the award ceremony in the south of France earlier today.
The much talked campaign began on Valentine’s Day with a push that stretched from PR to social media, to advertising. The aggressive attempt to differentiate itself from its rivals saw the topic glean prominent TV and newspaper coverage along with becoming a major discussion point on talk radio. The campaign also won a second silver Lion in the PR category.
The Australian representative on the PR Lions jury was One Green Bean boss Kat Thomas. She told Mumbrella: “It’s really allowed us to put Australia on the map and demonstrate that we can and do produce award winning work at an international level.”
The PR Lions also saw a Gold Lion for Leo Burnett on behalf of client Diageo’s rum brand Bundaberg. The brand created a special Water Mark version of the rum to commemorate the Queensland floods.
Australia can has a strong claim on the bragging rights to the PR Lions, which are now in their third year. The first PR grand prix was also won by an Australian agency with Cummins Nitro winning it for its Best Job In The World campaign for Tourism Queensland. Last year the grand prix went to US agency TBWA Chiat Day for Gatorade.
However, all of Australia’s success in the PR category has come through entries made by ad agencies. No Australian PR agency has yet won a shortlisting.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Nice. Well in!
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Well Done. However, this should raise the debate about how PR companies are allowed to have big ideas, instead of being executional or focusing on the day-to-day.
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Great campaign, lots of attention. But what results did it actually generate?
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Results on this.
http://digitalwork.com.au/awar.....ak-up.html
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Anonymous, what a great link. I knew NAB had received massive increases in enquiries but not that their advertising campaign had stretched to so many different areas. Brilliant stuff, gutsy of NAB to do and certainly worthy of Clemenger receiving the award.
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In response to Anonymous, I would like to get a copy of the video you have posted there for a specific (social media training) purpose. It’s a most impressive campaign. Congratulations to the person/people who put it together. Could you please email me and let me know if this is possible? (I could give you more details then.) Thanks in anticipation. E: kirrilyking@gmail.com
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