NAB and Clems Melbourne conduct experiments in honesty via TVC campaign launching Sunday
Clemenger BBDO Melbourne will promote the latest installment of NAB’s ‘Break Up’ campaign, called ‘The Honesty Experiments’ via a series of spots which go to air on Sunday night.
To reward the honesty of Australians with credit cards from NAB to match, Clemenger BBDO Melbourne created a series of experiments designed to test (and candidly film) just how honest Australians really are.
Says Clemenger BBDO Melbourne executive creative director, Ant Keogh: “Like the ‘Breakup’ before it, this creative idea comes out of NAB changing their behaviour compared to the other banks. Once again, we are just showcasing a great product in a creative way.”
The Honesty Experiments launched online earlier this week and spread through social media, then go mass through television and more traditional mediums from today.
NAB is already monitoring the honesty of Australians on the NAB Honesty Hub: nab.com.au/honesty and through honest conversations on Twitter with @NAB. #honestaus.
Client: NAB
Agency: Clemenger BBDO, Melbourne
Executive Creative Director: Ant Keogh
Creative Directors: Tom Martin, Julian Schreiber, Rohan Lancaster, Darren Pitt
Senior Creatives: Ben Keenan, Quenton Miller
Senior Agency Producer: Sevda Cemo
Director: The Glue Society
Production company: Will O’Rourke
Production company producer: Ian Iveson
Post production company: The Editors /HUB PLUS
Sound production company: Flagstaff Studios
Music Production company: Level Two Music
Account management team: Simon Lamplough, Andrew Drougas, Belinda Danks, Melisa Lay, Tanya Garma Planner: Sarah Malcolm
Director Digital Innovation: Eaon Pritchard
Executive Interactive Producer: Sasha Cunningham
Interactive Producer: Terry Mann
PR agency: Mango PR
9 Comments
And who’s monitoring the honesty of Clems and the Glues on this one? No manipulation in the edit suite? No manipulation of the results? How many times did they have to perform the “tests” before they got the results that they wanted, and what independent accounting firm oversaw the project from top to tail to verify that an ad agency is as candid as they’d like you to believe of their client?
FYI, if you really wanted to test whether peopled would return the wallet, use the business card of a banker. Realtors and lawyers are disliked, but bankers are absolutely loathed, and out there picking pockets everyday.
Very, very similar to the ‘Honest – tea’ project, which won Gold in Cannes this year…
Other than the line a the end.
I love the way “project” has now given way to “experiment” as the in vogue way of framing a campaign.
do these give me faith in humankind – perhaps
do these give me faith in NABkind – nope
Cute idea nicely executed.
http://adsoftheworld.com/media/ambient/cocacola_the_wallet_of_happiness
Well I thought it was great. Nice way in for bank advertising. And I’ve already heard people talking about it this morning at the train station. Nice work Clems and Glueys.
campaign working well, honest tea sales up 37%
If they weren’t so revoltingly usurious, i would happily use a bank. But they are, so i won’t. Every year the ‘big four’ each take around AU$5,000,000,000 more from Australian pockets than it costs them to operate. Does that sound ‘honest’ to you?