NAB Stand-Ins fulfill AFL Grand Final day duties in campaign via Clemenger BBDO Melbourne
The NAB Stand-Ins, a team of NAB men and women who stand-in for your Grand Final Day commitments, found themselves learning a range of new skills during the 2012 Toyota AFL Grand Final.The competition, created by Clemenger BBDO Melbourne, gave 20 winners and their guests seats at the Grand Final (complete with all the trappings), while a NAB Stand-In went and fulfilled their game day obligations, no matter how obscure.
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As a result, NAB Stand-Ins travelled far and wide to take on roles as a
fire fighter, a radio DJ, a beekeeper, a children's entertainer, an
animal handler, a dog groomer, a wakeboarder and a ukulele player. One
Stand-In even found herself giving a speech for a 21st birthday party.
Clemenger
BBDO Melbourne executive creative director, Ant Keogh, says the
campaign was a huge success, both in terms of the amount of competition
entries and the fact that no Stand-Ins were bitten by wild animals.Says Keogh: "During the big game, footy fans saw TV crosses to Stand-Ins while they were performing the duties of the people they replaced around Australia. People couldn't believe that NAB were actually doing this for real."
In social media the idea took on a life of its own, when a fan tweeted that Hawthorn star Luke Hodge had subbed a NAB Stand-In as a birthing partner for his pregnant wife. The rumour was re-tweeted to tens of thousands of fans on the day. And 'NAB Stand-Ins' became the most common term used in conjunction with the official #aflgf hashtag.
The footage of the NAB Stand-Ins at work from around Australia on Grand Final day is available to see at nab.com.au/afl
The social media response on the day is available here.
Click here to see more footage.
Clemenger BBDO Melbourne:
ECD - Ant Keogh
Creative Directors - Rohan Lancaster, Darren Pitt, Julian Schreiber, Tom Martin
Art Director - Russel Fox
Writer - Ben Keenan
Agency Producer - Sevda Cemo
Client Services Director - Simon Lamplough
Account Director - Belinda Danks-Woodley
Account Director - Jessica Hughes
Account Manager - Kate Joiner
Senior Planner - Heather Lewis
Client:
Kevin Ramsdale - General Manger of Brand
Jodi Geddes - Head of Enterprise Sponsorship and Events
Lesa Brown - Brand Manager, Planning Brand Management
Director - The Glue Society
Production Company - Will O_Rourke
Editor - Tim Parrington
Post Production Offline - The Butchery
Online Operator - Eugene Richards
Post Production Online - The Refinery
Sound - Flagstaff Studios
Sound Engineer - Paul Le Couteur
Music - Level Two Music / Flagstaff Studios
Digital Production - Celia Karl
Print Production - Ben Nash
Golly, if wins an obscure award who gets to pick it up?
There are no senior creatives anymore.
Just writers, ADs and CDs.
It's crazy.
If there are any recruiters out there that can explain this fucked up situation that would be great.
My guess is they get paid the exact same amount as seniors used to but with a fancier title.
Simply devaluing a title.
The CD's listed are proper CD's. Not juniors with jumped up titles.
And, for what it's worth I'd imagine that NAB are pretty happy they have so many senior creatives working directly on their business.
As for winning obscure awards I doubt any of the CD's will lose sleep over that. They've all got plenty of big ones already.
and this.. is a great idea.
NAB's recent advertising blows. This pile of AFL sponsorship leverage poo is about as bad as their incredibly annoying and charmless series with idiots running around the burbs in beanies. Hard to believe that no less than 4 Creative Directors would put their hands up for any of this.... maybe they think that they can share the blame
Sorry but a CD is meant to 'direct' the work, not do it themselves.