National Bank of Australia (NAB) has launched its latest advertising campaign, “Wrangle Your Money,” in partnership with creative agency TBWA\Melbourne and media agency Mindshare.
As an extension of the “More Than Money” brand platform, the new campaign arrives at a crucial juncture amidst ongoing economic fluctuations in the country.
NAB’s outgoing chief marketing officer, Suzana Ristevski, commented on the importance of supporting customers during this period.
“We know our customers are being really considered around how they spend their money right now,” said Ristevski.
“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.”
Set in a baby store, the campaign draws inspiration from cinematic western themes as NAB’s expert bankers assist customers in managing their finances.
Elly Bloom, NAB executive business and private bank 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 at TBWA\Melbourne, described the campaign as “another fantastical and memorable chapter to add to the story of how NAB supports and empowers their customers.”
“First it was a house being chased by a Kingswood, and now we have stampeding baby furniture and a wild, bucking cot,” said Stoddard.
The 15″ and 30″ ads will be rolled out on television and cinema, with additional comms planned across out-of-home, social, display, radio, and owned channels in the forthcoming weeks.
Last week, Ristevski has announced her departure after five and a half years at the bank.
She will join Google mid-year to lead the tech giant’s marketing across Australia and New Zealand, replacing Aisling Finch who departed late last year.
See also: NAB CMO Suzana Ristevski jumps to Google to lead AUNZ marketing
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