NAB’s breakup campaign and Tontine dated pillows impress in Media Lions shortlist

NAB’s breakup project is showing early signs of being a serious contender at the Cannes Lions, with the audacious campaign now shortlisted twice in the Media Lions.

The stunt saw the bank launch a Valentine’s Day media offensive against its rival banks announcing that it was breaking up with them.

Although the category is the Media Lions, the shortlisting has gone to NAB’s creative agency Clemenger BBDO Melbourne rather than its media agency partners Zenith Optimedia and PHD. The campaign has already been shortlisted in the PR Lions. 

Another category-redefining campaign has also performed strongly in the media category, with Happy Soldiers’ Tontine dated pillows effort shortlisted twice, adding to its Promo Lions shortlisting.

Three Drunk Monkeys also had two showings – for Ikea and Telstra. And DDB has two for Tourism Australia and Telstra.

The shortlisted Australian agencies:

New Zealand agencies saw five mentions on the Media Lions shortlist.

Tim Burrowes

Tim Burrowes is the founder of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK.

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topics CannesClemenger BBDOHappy SoldiersLionsMediaNABPHDTontine

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Comments: 1

Leanne Brinkies 21 Jun 11

Hi Tim,
ZenithOptimedia has been credited in the media category for NAB Break Up. This was a joint submission with Clemenger BBDO Melbourne. We are thrilled to be short-listed with Clems as this campaign was a true collaboration.
For clarification ZO is NAB’s media agency of record not PHD.
Thanks
Leanne

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