Mini Legends
NAB
Issue 43 | June 2017
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Chairman: James McGrath Chief Creative Officer: Ant Keogh Creative Director/s: Ant Phillips, Rich Williams, Luke Thompson Rohan Lancaster
Production Team
Senior Producer: Lisa Moro Senior Producer, Print: Michael Travers Agency Producer, Digital: Ed Hunter, Ella Huang Director, Stephen Carroll: Revolver Film DOP/Cinematographer, F/L c/o AusCrew: Shelley Farthing-Dawe Editor, The Butchery: Johanna Scott Grade Artist, F/L: Martin Greer Flame Artist, The Refinery: Eugene Richards Music Track & Artist: Be Bop Boogie - Warren Earl Band Music Production Company: Level Two Music Photographer, TOVO: Christopher Tovo Retoucher: Mike McCall & Steve Pratt Post Production Company: The Refinery Producer, Revolver Film: Tobias Webster Executive Producer/s, Revolver Film: Pip Smart Managing Partner, Revolver Film: Michael Ritchie Production Company: Revolver Film Sound Designer/Engineer: Paul LeCouter Sound House Flagstaff Casting: Chameleon Casting Video Content: Virtual Connexion PR and Communications: TLA Worldwide Media: Mindshare
Other Credits
Client/s, NAB Chief Marketing Officer: Andrew Knott GM, Brand & Product Marketing: Michael Nearhos Head of Sponsorship: Tim Clarke Manager, Sponsorship Communications: Katie Hynes Consultant, Sponsorship Communications: Katelyn Whinfield Associate, Sponsorship Communications: Ben Willis Consultant, Sponsorship Portfolio: Rebecca Gidley Associate, Sponsorship Portfolio: Sophie Timms Manager, Brand Identity: Susanna Hondrokostas Digital and Social Consultant, Brand and Sponsorship: Rachel Donohue Account Management Team: Group Account Director: Ben Knighton Account Director: Freya Page Account Manager: Joel Morgan
Date
October 2016
Background
Everyone loves the footy, but hates the ads. Until now.
NAB is a long time sponsor of the AFL, but in 2016 they wanted to remind footy fans that they are more than just a sponsor. NAB supports the game at every level, from Auskick to the big time.
Idea
Mini Legends was created, a campaign reminding us of our dreams as kids kicking the footy in the back garden. The campaign launched with film, print, digital display and an online game. Exclusive social content followed the initial launch as well as a Grand Final Snapchat Filter and an activation at the ground on the big day.
Results
The campaign achieved amazing results for NAB, with 98% positive sentiment across all elements and a 33% jump in consideration to join the bank. Oh and it even ended up on the front page of the newspaper.