NAB doubles down on ‘More than Money’ in first work with TBWA; updates brand identity
Mumbrella can reveal NAB’s first work since appointing TBWA\Melbourne in July last year, ending a 15-year relationship with Clemenger BBDO Melbourne. The campaign also features an evolved identity for the Aussie financial institution.
The new creative work builds on the established More than Money platform, formed in 2016, this time around featuring a Marvel-inspired universe to show how the bank understands its customers and their needs.
The campaign was developed in collaboration with Mindshare, its media agency also reappointed in 2021, while the updated identity was designed by Principals.
The new 45-second spot
CMO at NAB, Suzana Ritsevski commented that NAB hopes to create an environment where its customers feel supported, as in doing so they feel more confident with their money, playing to the ongoing ‘More than Money’ platform.
Campaign poster featuring the updated identity
“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.”
“Understanding the challenges people face beyond money is so important. When we pair this understanding with our expertise, leading products and technology, it makes for a winning combination.”
Head of group brand at NAB, Faycal Ben Abdellaziz, who also appears on the Mumbrellacast later this week, 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. Within this environment, NAB’s bankers, products and technologies play a starring role, bringing their empathetic financial expertise to a range of everyday ‘money moments’.”
Look out for the podcast conversation later this week to hear about the transition from the successful partnership with Clemenger, the creative direction and what we can expect to see in the future in the partnership with TBWA.
“We came off of a highly successful and strong long-term partnership with Clemenger, close to 15 years, so transitioning to an agency like TWBA the expectations were always going to be high,” Ben Abdellaziz told the Mumbrellacast.
“At NAB, we know our brand and we understand the power of great ideas and creativity, so what we were expecting and have experienced with TBWA is another safe pair of hands, a group of highly engaged, inquisitive, curious, creative, disciplined and disruptive thinkers.”
Speaking on the campaign, he 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. Within this environment, NAB’s bankers, products and technologies play a starring role, bringing their empathetic financial expertise to a range of everyday ‘money moments’.”
TBWA\Melbourne said: “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.”
TBWA won the account just months after losing the creative remit for one of the other ‘Big 4’ Australian banks, ANZ, when it moved its account across town to Special Group Melbourne.
The launch AV sees 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 desperately needed new car.
The spot was directed by The Bobbsey Twins and this week the campaign goes live across TV, Cinema, Live Sport Integration, OOH, Social, Digital, radio and more. It will then be followed up with “dedicated Business and Home Loans creative which unfold the action-packed stories further”.
The updated identity, via Principals sees a new font and the NAB star asset enlarged, playing a “more dynamic role” according to the brand. The new distinctive brand codes also includes a new audio-visual mnemonic.
Simon Wright, executive creative director from Principals said: “The refreshed identity is more energised, dynamic, youthful and digitally fit. We’re making a hero of our star – our most unique asset – to embody and drive ideas. These kinds of opportunities to work with your long-term clients to refresh such an important brand don’t come along very often. It’s been a real pleasure working with the whole team at NAB and TBWA to take the brand into the future.”
Chris Solomon, Mindshare Melbourne managing director said: “As a long-term partner of NAB our team couldn’t have been more excited to see where the refreshed brand identity and brand campaign landed. Our brief at Mindshare was to make this fresh, exciting, and impactful creative platform live in media in all the same ways. Expect to see it in all its glory across key brand building channels, TV Integrations, Live Sport, Cinema, Outdoor and targeted digital. Great partners make great things happen – well done to all involved.”
Credits:
Brand: NAB
Suzana Ristevski
Faycal Ben Abdellaziz
Elly Bloom
Donna Pidduck
Jess Hughes
Susanna Hondrokostas
Sue Brailsford Johannes Samson Chris Stamellos
Alastair Sykes
Bridget Larsen
Nicole Bishop
Sally Phillips
Jasmin Medved
Simon O’Connor
Michelle Chow
Creative Agency: TBWA\Melbourne
Production: Finch
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
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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Lol, you can tell the salty comments are coming from a Clemenger employee…
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1982 rang, they want there design team back…..
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100%
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NAB leading the charge as always.
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