NAB Break up wins ADMA awards

NAB has won top honours at the Australian Direct Marketing Association awards last night.

Launched on Twitter and YouTube using live stunts on Valentine’s Day, the key element of the campaign was to create a buzz around the fact NAB was ‘breaking up’ with the other major national banks – without the use of TV advertising.

Sandra De Castro, NAB’s CMO, received the award on behalf of the bank.

The campaign was conceived with the help of agency Clemenger BBDO, which also won the ADMA Awards Grand Prix for Break Up.

Young direct marketer of the year award went to Rebecca Bezzina, group account director at Mark. Bezzina leads a team of seven across clients such as Qantas, Google, Nestle, Australian Councer Research Foundation.

The 2011 ADMA Awards winners:

Direct Marketer of the Year Award
Sandra De Castro, NAB

Young Direct Marketer of the Year Award
Rebecca Bezzina, Mark

ADMA Awards Grand Prix
Clemenger DDBO; Break Up for NAB

Creative Award
Naked Communications; How “Speed Kills” for The Transport Accident Commission

Effectiveness Award
BMF Advertising; Expedia “New York on $50” for Expedia

Winged Messenger Award
BMF Advertising; BMF’s Amazing Wow Sit Down Thing for BMF Advertising

Gold Awards winners:

Digital, Apps and New Development
Whybin\TBWA\Tequila; Dog-A-Like for Pedigree

Creative, Art Direction
M&C Saatchi; Make Cyberspace a Better Place for Optus

Creative, Campaigns
Clemenger BBDO; Break-Up for National Australia Bank

Creative, PR & Experiential
DDB Group/Rapp Melbourne; Open Book Project for the Reach Foundation

Creative, PR & Experiential
Naked Communications; How “SpeedKills” Killed Speed for the Transport Accident Commission

Digital, Website
Soap Creative; World’s biggest PAC-MAN for Namco Bandai & Microsoft


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