NAB celebrates the AFLW with new ‘History in the Making’ campaign via Clemenger, Melbourne
NAB is proudly celebrating its support of the AFLW competition today through the launch of its latest campaign, History in the Making, created in partnership with Clemenger BBDO Melbourne.
Following on from the inaugural campaign, Supporting every footballer’s dreams, the 2018 campaign recognises and celebrates that, through the AFLW’s infancy, every moment, every play, and every decision has the chance to make history for players and fans alike.
The campaign is brought to life through the use of archival VFL and AFL match footage from the 1960s, 70s and 80s, transporting the viewer through each of the eras – with a twist.
Using AFLW talent, the players from those eras have been replaced with today’s AFLW stars, Daisy Pearce, Darcy Vescio, and Katie Brennan, with the players superimposed into the actual games from those decades. The film is then rounded out in the current era, with Sabrina Frederick-Traub creating a new moment of history in the closing scene.
For those who want to truly immerse themselves in the campaign, an interactive Snapchat filter will be available that allows fans to reimagine themselves as a footballer from past eras by framing them in a design reminiscent of vintage football cards, with one available for each of the eight AFLW clubs.
NAB general manager of brand experience, Michael Nearhos, said NAB was proud to promote the important opportunities that the AFLW has created for generations of Australian women.
Says Nearhos: “The AFLW is such a momentous competition, providing overdue recognition of the incredible female football talent across the country. Through this campaign, we want to invite every footy fan across the country to get behind the AFLW competition and celebrate history in the making.”
Launching across TV, print, digital and social channels, History in the Making celebrates NAB’s commitment to football across the country – from the next generation of stars through NAB’s AFL Auskick program, right through to the stars of today in the AFL and AFLW.
Says Andrew Knott, chief marketing officer, NAB: “We feel this campaign is the ultimate tribute to the talented players that make up the AFLW. We’re proud to partner with the AFLW and support the competition as it continues to make history.”
Says Richard Williams, CD, Clemenger BBDO, Melbourne: “Clemenger is extremely proud of supporting NAB to deliver History in the Making. It’s a campaign that reminds footy fans that as AFLW is only in its second season, every moment they witness could one day be part of football history.”
Client: National Australia Bank
Chief Marketing Officer: Andrew Knott
GM Brand Experience: Michael Nearhos
Head of Group Brand: Faycal Ben Abdellaziz
Manager, Brand & Sponsorship Communications: Sue Brailsford
Consultant, Brand & Sponsorship Communications: Alastair Sykes
Analyst, Brand & Sponsorship Communications: Grace Gribble
Consultant Sponsorship Portfolio: Sophie Knowles
Agency: Clemenger BBDO Melbourne
Manager, Brand Identity: Susanna Hondrokostas
Senior Consutlant, Brand Identity: Chris Stamellos
Consultant Brand Content: Nick Jewitt
Account Management Team:
General Manager: Alexandra Johnson
Business Director: Freya Page
Project Manager: Tania Babiolakis
Business Manager: Matt Gardener
Creative Chairman: James McGrath
Creative Director/s: Anthony Phillips and Richard Williams
Planner: Ryan Smith
Head of Social: Brie Stewart
Senior Producer – TV: Karolina Bozajkovsa
Senior Producer – Print: Michael Travers
Junior Interactive Producer: Anya Goldsworthy
Director: Stephen Carroll
DOP/Cinematographer: Geoffrey Simpson
Grade Artist: CJ Dobson
Online / VFX: Alt.vfx
Music Track & Artist: ‘AFLW History in the Making’ composed & recorded by Tommy Spender. Music Production Company: Level Two Music
Photographer: Christopher Tovo
Retoucher: Mike McCall & Steve Pratt
Producer: Tobias Webster
Executive Producer/s: Pip Smart
Managing Partner: Michael Ritchie
Production Company: Revolver Film
Sound Designer/Engineer: Paul LeCouter
Sound House: Nylon
Casting: Chameleon Casting
Editor: Graeme Pereira
Edit Assist: Lucas Baynes
Editorial Producer: Olivia Carolan
Edit House: ARC EDIT
10 Comments
Looks like we still need some history in the making in the creative department…
What a waste of an opportunity.
This is lazy.
Spot about women + male creative directors + male director = fail
… HERSTORY IN THE MAKING would have been far more compelling …
Is AFL short for awful?
Love this, great work!
Above comments are evidence of why these kinds of campaign are so important.
This is awesome
Great work. No Hmmmmm ‘herstory in the making’ wouldn’t ‘have been far more compelling’.It would’ve detracted from the work, it’s a little patronising and punny.
Jesus! Ad pricks love to whinge!!!
Great, simple spot. Well done.
This is lovely