"NAB: break up" Cannes Lions PR Category Winner

Today I bring you another Cannes Lions "Grand Prix" award winner. It was Clemmenger BBDO, Melbourne, Australia for the “Break up” campaign in the PR category.

The Briefing

Consumer research has shown how much people disliked and distrusted the four big banks in Australia (NAB included as one of them). They were annoyed how the big banks pretended to be competing with each other, when they were in fact in bed together trying to make a profit. 

Regardless of the truth, the perception of this teamwork between the banks was clearly imbedded in people's minds. So much, that NAB knew their goal had to be: Overcome this perception barrier, so the public would finally acknowledge the real truth, that in the last 2 years they had undergone in big changes to become more fair and competitive.

With this stated, a brilliant and funny campaign was created in such a way that in a single day the public’s perception of the bank was absolutely transformed. By actively harnessing the Australian media across multiple channels simultaneously, NAB’s changes were given an immediate credibility that traditional advertising simply could not deliver. People now see the bank as not only different, more fair and competitive but also much more relatable and human.

Just check out this formidable campaign and its results:

The winner campaigns I've been watching in this year's festival are absolutely brilliant and if you have the chance check them all out, but if not, at least the winners. They all deserve an applause for such spectacular work.

The way advertisers have been using lots of different and innovating tools is fantastic. Each time i see a great idea, i think: "how is possible to something bigger than this or more creative?" but then there it is. A new campaign, using new tools and showing huge results. Like for example the "Decode Jay-Z with Bing" that I've posted before and was the "Grand Prix" award winner for the Outdoor category, after that the "Tesco: Homeplus Subway Virtual Store" or now this one from "NAB: Break up"

This is the reason i LOVE Marketing, Advertising and PR. Its a world that never stops to grow and never ceases to amaze!