‘When you’re ready to make it happen, so are we’: NAB targets consumers with life-long dreams

NAB has continued its ‘More than Money’ platform in a new campaign from Clemenger BBDO Melbourne, that promotes the bank’s ability to help Australians make their dreams come true.

In the ad, the viewer overhears a woman discussing with her father her dream of building a goat farm, and him discouraging her from leaving the safety of her full-time job. The ad concludes with NAB telling consumers “When you’re ready to make it happen, so are we”.

The campaign follows on from last year’s campaign ‘Talk to Yourself More’ which instructed Australians to ask ‘What do you really want out of life?’.

NAB executive general manager of marketing and customer experience, Suzana Ristevski, said that the campaign reflected NAB’s efforts to regain the trust of Australians.

“NAB has been working hard to earn trust back in the community and being the bank customers can rely on throughout their lifetime,” Ristevski said.

“This is the Story of Progress is a celebration of all the incredible moments of progress that occur across our country every day. It also represents our commitment to back Australians and the nation, to continue to support all parts of progress, both momentous and the first small step.

“Whether it’s quitting the 9-5 to launch a business or buying a property, building the family farm or taking that dream holiday with loved ones – we want to be there supporting progress every step of the way.”

Clemenger BBDO executive creative director, Richard Williams, said: “This is the story of progress continues to underpin the moments in life that can truly be enjoyed when you know you have the backing along the journey.”

“Australians are big dreamers with bold ideas, who rarely give up easily and this campaign is about bringing to life their stories and saying yes we’ll be there for you.”

In addition to the film, the campaign is supported by social content, which depict further individual stories of progress, radio and a landing page outlining what progress means for NAB’s 9m customers.

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


Creative agency: Clemenger BBDO

Client: NAB
Chief Marketing Officer: Suzana Ristevski
Head of Group Brand: Ben Knighton
Manager, Brand & Sponsorship Communications: Sue Brailsford
Senior Consultant, Brand & Sponsorship Communications: Karolina Karon
Brand Squad Lead – Campaign Management: Nadine Manering
Consultant, Creative Content Development (Brand): Alexander Erkiet
Consultant, Media Personalisation (Brand): Adriana Kent
Manager, Brand Identity: Susanna Hondrokostas
Consultant, Brand Identity: Samir Elbelli

Production Company: Photoplay Film
Director: Daniel de Viciola
Photographer: John Feely / Photoplay Photography


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