Project Overview
The end of the financial year (EOFY) triggers a good opportunity for Banks to have a conversation with their customers about various finance related topics, whether it’s a message about the Federal budget or getting your home loan in order. We were given the opportunity to take a great idea developed by the Bridge last year around “getting your ducks in a row” and applying the new NAB brand identity to refresh this campaign for 2013 EOFY. The campaign was then implemented by various NAB comms teams.
Project Commissioner
Project Creator
Team
Concept Creation and Development: The Bridge Agency
Creative Director/Concept: Fiona Leeming, Creative Director, The Bridge.
Design development and concept visualization: Principals
Creative Director: Simon Wright; Group Account Director: Melissa Dale; Account Director: Laura Fitzroy-Kelly; Producer: Vanessa Meaker; Language: XXVI; Designers - Emil Makkar; Darlene Ward
Project Brief
NAB asked us to evolve their EOFY campaign theme from 2012 to show how they were helping customers ‘get their ducks in a row’. The campaign needed to demonstrate how NAB were taking a leadership role and showing a genuine desire to help customers get their finances in order at this time of year
Project Need
NAB has a bold, fresh, confident brand identity that has a number of flexible elements within it to allow for different campaign needs. We developed a unique illustration style that could flex to suit the various audiences that this campaign was targeting, and accommodate a variety of different messages. The illustration and campaign theme needed to flex to suit business, retail and institutional audiences, therefore our hero duck needed to be versatile!
Design Challenge
The diverse range of audiences that the bank speaks to meant we needed a creative approach that provided a flexible, yet consistent design approach that would be easy to implement. We needed a simple illustration style that could become a template for the various comms teams at NAB (The Bridge, Clemenger, DT, eFront, TailoredTV and SALMAT) to execute across multiple channels, without losing original integrity of the idea.
Sustainability
In 2010 NAB became the first bank in Australia to achieve carbon neutrality. Since then they have set themselves challenging targets to achieve and maintain as part of a much wider environmental agenda. In 2011 United National Association of Aust World Environment Day Awards for Sustainability Leadership (Large Organisation). NAB’s commitment to the environment and sustainability can be found online at:
http://www.nab.com.au/wps/wcm/connect/nab/nab/home/About_Us/7/5/
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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