NAB asks consumers ‘What is money for?’

The importance of money to the things Australians hold dear during troubled times is the focus of NAB’s new ‘More than money’ push.

The campaign does not explicitly reference the COVID-19 pandemic, but notes that Australians have re-focused their money towards things that matter, such as households, small businesses, caring for colleagues, and a “game that brings us together” – referencing the brand’s sponsorship of the AFL.

The ‘What is money for, if not for this?’ campaign from NAB is an evolution of the brand’s longstanding platform ‘More than money’.

NAB’s executive, group marketing, Suzana Ristevski, explained: “In the current challenging times many Australians are re-evaluating their lives. 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.”

The campaign, from Clemenger BBDO Melbourne, is rolling out nationally across TV, radio, digital and social.

Clemenger BBDO executive creative director, Richard Williams, said the pandemic has provided Australians with a moment of reflection.

“2020 has strangely provided us with a rare moment of clarity. We have all been forced to take a step back and understand what is more than money and more importantly what money is for. 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,” Williams said.

Mindshare managing partner, Chris Solomon, added: “The banking sector has never been so important to Australians as we battle through COVID-19 and the economic downturn it’s causing.

“NAB has been supporting its customers through the crisis and Mindshare is incredibly proud to be a part of the new brand work. As a key partner to NAB, our aim in media is to really demonstrate this support through high-reaching touch points and media integrations.”


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

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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