NAB asks Australians to ‘Talk to Yourself More’ in latest campaign via Clemenger BBDO, Melbourne
NAB and Clemenger BBDO Melbourne are today asking Australians to Talk to Yourself More, in the brand’s latest evolution of its ‘More than Money’ brand promise, demonstrating how NAB is committed to understanding what’s important to its customers.
The latest campaign aims to encourage people to drive action by exploring what ‘More than Money’ means to them, and ultimately, how NAB can support Australians throughout their journey.
Talk to Yourself More is based on the insight that Australians should talk to themselves more about what they really want in life. As discovered through the campaign film, as we get older, knowing precisely what will make us content and fulfilled becomes less obvious. But it’s a fact that those who talk to themselves about what they really want are more likely to set goals and achieve it.
Building on the launch of its ‘More than Money’ creative, the new campaign continues to feature real Australians including NAB customers and NAB employees, who are followed across their journey of talking to themselves more, showcasing the differing responses on offer when first asked compared to when they’ve truly had a chance to reflect.
NAB chief marketing officer, Andrew Knott, says the campaign aims to encourage Australians to take action and reflect on what’s important in their lives.
Says Knott: “Talk to Yourself More is a fantastic demonstration of our commitment to working with Australians to help identify what their ‘More than Money’ is, and importantly, provide them with the tools and products that can help them achieve their goals.”
NAB general manager of brand experience, Michael Nearhos, was proud to include real people in the campaign film with real stories.
Says Nearhos: “The campaign explains through unscripted voices that whether you are a celebrity, peadatric nurse, a business owner or a NAB employee, you can get to the heart of what it is that you really want from life by ‘talking to yourself more’.”
Says James McGrath, creative chairman, Clemenger BBDO: “We are always humbled and inspired by the honesty and humanity that an idea can create.”
The campaign will be rolled out nationally through TV, digital, social, PR and outdoor media starting on the 11th February 2018.
For further details, please visit www.nab.com.au/talkmore.
Client/s
Chief Marketing Officer – Andrew Knott
GM, Brand Experience – Michael Nearhos
Head of Group Brand – Faycal Ben Abdellaziz
Manager, Brand & Sponsorship Communications – Ben Knighton
Senior Consultant, Brand & Sponsorship Communications – Carla Beresford
Consultant, Brand & Sponsorship Communications – Kate Joiner
Analyst, Brand & Sponsorship Communications – Alex Erkiet
Manager, Brand Identity – Susanna Hondrokostas
Senior Consutlant, Brand Identity – Minh T Tang
Manager, National Campaigns – Rebecca Milnes
Manager, Brand Content & Social Media Marketing – Ellen Moore
Consultant, Brand Content & Social Media Marketing – Ayeesha Cain
Manager, Strategy, Consumer Banking and Wealth – Corporate Affairs Kylie Breckenridge
Manager, Consumer Banking and Wealth – Corporate Affairs – Karina Lamb
Account Management Team:
Deputy CEO – Gayle While
General Manager – Alex Johnson
Business Director – Freya Page
Project Manager – Nikki Allan
Business Manager – Matt Gardener
Creative Chairman – James McGrath
Executive Creative Director – Stephen de Wolf
Executive Creative Director – Carmela Soares
Creative Director/s – Luke Thompson, Rohan Lancaster
Executive Planning Director – Paul Rees-Jones
Planner – Ryan Smith
Social Strategist – Rebecca De Beer
Executive Producer – Sonia von Bibra
Head of Print and Studio – Craig Bulman
Senior Producer – Print – Michael Travers
Interactive Executive Producer – Ella Huang
Production Company – Revolver/Will O’Rourke
Director – The Glue Society’s Jonathan Kneebone
DOP/Cinematographer – Geoffrey Simpson
Executive Producer/s/ Head of Projects – Josh Mullens
Managing Director/Executive Producer – Michael Ritchie
Editor – The Glue Society’s Luke Crethar & Scott Stirling
Grade Artist – Trish Cahill
Flame Artist – Viv Baker
Music Track & Artist – Natasa Paulberg
Music supervisor – Level Two Music
Music Production – Avant Music/Electric Dreams
Photographer – Shaughn & John
Retoucher – Mike McCall & Steve Pratt
Post Production Company – The Glue Society Studios
Producer – Serena Paull / Jasmin Helliar
Sound Designer/Engineer – Paul LeCouter
Sound House – Nylon
Casting – Citizen Jane Casting
Media agency – Mindshare
Social agency – iProspect
PR agency – Ogilvy Public Relations
4 Comments
This is good. Certainly the most insightful and interesting thing I have seen from a bank in a while.
More than money?
Nope.
Sorry.
That’s what banks are all about. Don’t try to bluff us. We aren’t buying it.
And 50 people… count them, 50… are in the credits for this turgid piece of averageness? Jeez, for that many people to be involved I’d be expecting a Scorsese film.
The art direction on this is pretty bang average. Compare this to the portraits Medibank did for I Am Better. So much more vibrant and interesting.
NAB announces a 6000 job cut from call centres and middle management then launches a campaign that says ” Talk to yourself” just seems like a very badly timed and sends the wrong message.
The previous CMO driven “Switch” campaign was much better and i was looking forward to her next project but alas she fell victim to the spill and fill.