0%
NAB needed a strategic brand reset to align with its evolving business strategy, transitioning from confrontational competitor-focused marketing to a platform that reflected its customer-centric approach. With skeptical consumers, NAB needed to create meaningful connections, particularly with hard-to-reach millennials.
We created a brand platform based on the simple but powerful truth that people don't pursue money for its own sake—they pursue the experiences, security and opportunities that money enables. By recognising that banking is about more than financial transactions, we positioned NAB as a bank that understands both the rational facts about money and the emotional drivers behind financial decisions.
We launched with two emotionally resonant TVCs featuring real NAB customers—one following a young woman from birth to adulthood using authentic home movies, another chronicling a business's journey from startup to success. The campaign spanned all channels with 182 creative elements, creating platform-specific content that highlighted how money is just a means to meaningful ends, reinforcing NAB's understanding of the life moments behind financial products.
