‘Break Up’ continues as Clemenger Melbourne and NAB conduct experiments in honesty

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nab.jpgClemenger BBDO Melbourne today launches the latest instalment of NAB’s “Break Up‟ campaign, called “The Honesty Experiments‟.

NAB is again drawing a line in the sand and applying its philosophy of “More Give. Less Take‟ – this time to its credit card offering. The Bank firmly believes Australians deserve an honest credit card – one that is less complicated and with no hidden fee structures.

To reward the honesty of Australians with credit cards from NAB to match, Clemenger BBDO Melbourne created a series of experiments designed to test (and candidly film) just how honest Australians really are.

With scenarios ranging from wallets being dropped on the street to a barista who deliberately gives customers too much change, these social experiments show people‟s real behaviour and the lengths they’ll go to try and be honest.

Clemenger BBDO Melbourne executive creative director, Ant Keogh, says, “Like the “Breakup‟ before it, this creative idea comes out of NAB changing their behaviour compared to the other banks. Once again, we are just showcasing a great product in a creative way.”

NAB general manager cards and personal loans, Mike Shurlin, says introducing credit cards in line with the honesty of Australians felt like the right thing to do by their customers.

Says Shurlin: “Whilst this move is something that might make us unpopular with the other banks, we know that both new and existing NAB customers deserve to be treated as the honest people they are. With this new campaign, the Agency has once again captured this in a creative and relative way for our customers.”

The Honesty Experiments will launch online and spread through social media, then go mass through television and more traditional mediums.

Credits:

Client: NAB

Executive Creative Director: Ant Keogh

Creative Directors: Tom Martin, Julian Schreiber, Rohan Lancaster, Darren Pitt

Senior Creatives: Ben Keenan, Quenton Miller

Senior Agency Producer: Sevda Cemo

Director: The Glue Society

Production company: Will O’Rourke

Production company producer: Ian Iveson

Post production company: The Editors /HUB PLUS

Sound production company: Flagstaff Studios

Music Production company: Level Two Music

Account management team: Simon Lamplough, Andrew Drougas, Belinda Danks, Melisa Lay, Tanya Garma

Planner: Sarah Malcolm

Director Digital Innovation: Eaon Pritchard

Executive Interactive Producer: Sasha Cunningham

Interactive Producer: Terry Mann