National Australia Bank (NAB) has launched a major new brand campaign reinforcing its differentiation in the market and its leadership position in making banking fairer for all Australians. The campaign launched with a series of Facebook and Twitter posts creating intrigue through cryptic clues and the overall theme of the campaign. A television commercial uses iconic hero and villain pop-culture characters to highlight NAB’s More Give, Less Take promises. Full page newspaper ads focus on the “More” and “Less” commitments of NAB. Digital work includes a microsite, nab.com.au/moreless, an online snakes and ladders game and the #MoreLess Twitter hashtag conversation starter. NAB will also continue its “un-bank-like” communications by unveiling a series of giant art installations at key head office locations in keeping with the campaign theme.
At NAB, we believe there should be more of the good stuff, and less of the bad. In internet-speak that means more cat beards and less hipster beards. Or more baby onesies and less adult onesies. You get it. Join the conversation on Twitter or Facebook. #moreless
The More Less campaign was developed at Clemenger BBDO, Melbourne, by creative chairman James McGrath, executive creative director Ant Keogh, creative directors Julian Schreiber and Tom Martin, Rohan Lancaster and Darren Pitt, account team Lee Simpson, Ben Knighton, Bel Danks-Woodley, Kate Joiner, Ben Willis, planners Paul Rees-Jones and Heather Lewis, agency producer Pip Heming and senior editor Sam Coates.
Production was by offline editors Jack Hutchings and Graeme Pereira at The Butchery, with producers Jess Asz, Elle Bilston and Kate Guest, colourist Vincent Taylor, online editor Eugene Richards at The Refinery.