MELBOURNE, AUSTRALIA — The National Australia Bank (NAB), in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money.” The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves.
As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple with the changing economic climate. According to NAB Chief Marketing Officer Suzana Ristevski, “We know our customers are being really considered around how they spend their money right now. They need to make a lot of decisions, through which NAB supports them and helps them feel confident they are making the right financial decisions – no matter how big or small.”
Rooted in the idea that NAB supports customers to manage their money when decisions feel wild, the entertaining campaign borrows from cinematic western tropes and is set in the front and back of a baby store. It shows NAB’s expert bankers helping their customers – with a lasso no less – wrangle their money to make more informed and confident financial decisions.
Elly Bloom, NAB Executive Business & Private Bank Marketing, said, “By unifying brand and product under a single platform, the creative and media halo has driven stronger campaign results across the bank.”
Matthew Stoddart, Executive Creative Director of TBWA\Melbourne, added, “First it was a house being chased by a Kingswood, and now we have stampeding baby furniture and a wild, bucking cot. This campaign is another fantastical and memorable chapter to add to the story of how NAB supports and empowers their customers.”
The 15-second and 30-second spots will feature across TV & cinema, with further comms to launch across OOH, social, display, radio and owned channels in the coming weeks.
The work follows on from last year’s campaign, which delivered record consideration results for NAB.
CREDITS:
Creative agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative: Kale McRedmond
Creative: James Southey
Head of Planning: Virginia Pracht
Planning Director: Zac Martin
Senior Producer: Janine Wertheim
Producer: Alana Taylor
Managing Director: Ricci Meldrum
Client Partner: Sarah Tukua
Senior Business Director: Jade Mittermair
Business Director: Ella Hine
Business Manager: Sophie Ford
Client: NAB
Suzana Ristevski: Chief Marketing Officer
NAB – Group Brand Marketing
Hristos Varouhas: Acting Head of Group Brand
Sue Brailsford: Manager, Brand Management
Alastair Sykes: Senior Consultant, Brand Management
Jess Hughes: Manager, Brand Campaign Delivery
Johannes Samson: Senior Consultant, Brand Campaign Delivery
Nicole Bishop: Consultant, Brand Campaign Delivery
Mitch Anderson: Consultant, Brand Campaign Delivery
Lizzie Barclay: Consultant, Brand Campaign Delivery
Susanna Hondrokostas: Manager Brand Identity, Group Brand
Minh Tang: Senior Consultant, Brand Identity
NAB – Business Bank Marketing
Elly Bloom: Executive Marketing, Business & Private Bank
Simon O’Connor: Head of Marketing Metro & Specialised, Regional & Agri
Katherine Venus: Head of Small Business & Digital Marketing
Keegan Nash: Consultant, Creative & Content
Donna Reynolds: Senior Consultant, Marketing Campaigns
Amy Papamarkou: Analyst, Creative & Content
Amy Vo: Senior Consultant, Media Personalisation
AV
Production house: Good Oil
Direction: Dave Wood
VFX: Alt
Sound: Rumble
Photography: Billy Plumber
Media
Mindshare
