NAB’s Mini Legends come back for breakfast

NAB has launched another iteration of its AFL Mini Legends campaign, showing children waking up as their sporting heroes ahead of their Saturday morning football games.

This year features miniature versions of AFLW stars Tayla Harris and Richelle Cranston, and AFL players Bachar Houli, Justin Westhoff and Anthony McDonald-Tipungwuti.

NAB’s Mini Legends first debuted in 2017, after the brand had a call out for the ‘Mini Legends Draft’, in which children auditioned dressed up as their favourite AFL players. The campaign returned in 2018, inserting the mini legends into footage from various AFL games.

This year the AFL players to be modelled by the mini legends were selected by a public vote.

The Mini Legends campaign was created by Clemenger BBDO.

Clemenger BBDO executive creative director, Rich Williams, said: “This year we have gone back to basics for our Mini Legends campaign and have tried to replicate the magical feeling kids around Australia experience waking up before Auskick on a Saturday morning. The Mini Legends continue to remind us of the role NAB plays in supporting footballers and the joy this great game gives us all.”

NAB is a corporate partner of the AFL and AFLW.

NAB executive general manager of marketing and customer experience, Suzana Ristevski, said: “At NAB, supporting the community is an incredibly important part of what we do, and there’s nothing that brings the community together quite like football. We’re incredibly proud of our ongoing partnership and support of the AFL and AFLW and can’t wait to see this year’s group of Mini Legends kicking goals on the big stage.”

The campaign will be executed across TV, radio, digital, social and PR.


Creative agency: Clemenger BBDO
Production Company: Revolver
Director: Stephen Carroll
Photographer: Chris Tovo
Teaser/social content – Chas McKinnon / Flare

Client: NAB
Chief Marketing Officer: Suzana Ristevski
Head of Group Brand: Ben Knighton
Manager, Brand & Sponsorship Communications: Carla Beresford
Senior Consultant, Brand & Sponsorship Communications: Shini De Silva
Brand Squad Lead – Campaign Management: Nadine Mannering
Consultant, Creative Content Development (Brand): Alexander Erkiet
Consultant, Creative Content Development (Brand): Tiffany Duck
Consultant, Media Personalisation (Brand): Adriana Kent
Manager, Brand Identity: Susanna Hondrokostas
Senior Consultant, Brand Identity: Minh Tang
Consultant, Brand Identity: Samir Elbelli

Media Agency: Mindshare


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