Mid August saw the National Bank Of Australia (NAB) launch the latest iteration of its ongoing ‘NAB Mini Legends campaign’ to continue promoting the financial brand’s support of the next generation of AFL stars.
Once again developed with creative agency Clemenger BBDO Melbourne, this new wave of Mini Legends work sees the small sports stars take to the field against some of today’s AFL most iconic players – with the help of a bit of CGI.
The campaign’s hero spot sees the pint-sized stars – including miniature versions of Richmond’s Trent Cotchin, Essendon’s Dyson Heppell, North Melbourne’s Ben Brown and Brisbane’s Charlie Cameron – immersed into the AFL’s grand stage.
The initiative was initially teased socially on 3 August,
They're back…#NABMiniLegends pic.twitter.com/KHWh19GABS
— NAB (@NAB) August 3, 2018
before the core launch campaign rolled out with a spearhead spot on 10 August which ran across national television, print, as well as on NAB’s digital and social sites.
The NAB Mini Legends are back and in the big
time! #NABMiniLegends pic.twitter.com/iQWXNp6SFS— NAB (@NAB) August 9, 2018
“We are extremely happy to continue our long running relationship with the AFL and bring NAB’s support of the game to life through the Mini Legends campaigns. We’re celebrating our heroes on the field, and the youngsters across the country in grassroots programs who are inspired by their favourite AFL heroes,” commented NAB COO Antony Cahil.
“This year, we’ve used special effects so the NAB Mini Legends look to be playing out some great moments of this season. I’d imagine it won’t be the last time we see these kids playing in the big time.”
While Clemenger BBDO Melbourne creative director Rich Williams added: “Through every iteration of the Mini Legends campaign, we’ve been looking to replicate the experience of kids across the country performing their favourite AFL star’s signature moves. This year we’ve well and truly delivered on that promise by creating an experience where the kids get to see themselves up against some of their AFL heroes with the roar of a match day crowd in the background.”
The campaign was created for NAB chief marketing officer Suzana Ristevski, general manager brand experience Michael Nearhos, head of group brand Faycal Ben Abdellaziz, plus the brand and sponsorship communications team of Sue Brailsford, Alastair Sykes and Katelyn Bannister, byt a sizeable team from Clemenger BBDO.
The agency unit included creative chairman James McGrath, creative directors Ant Phillips, Rich Williams, Luke Thompson and Rohan Lancaster, creatives Jerry Scott and Max Bengtsson, plus group business director Paige Prettyman, business director Freya Page, project director Annalise Dry, account manager Ella Shepley, executive planning director Paul Rees-Jones, executive producer Sonia von Bibra, producers Jess Evernden, Michael Travers and Anya Goldsworthy, as well as head of social Brie Stewart.
The production company was Revolver, the director was Stephen Carroll, music was by Imagination’s David Hubbard and Level Two Music, photography by Matt Baker and Louis Molines of Louis&Co, post by Arc Edit and Fin Design + Effects, sound by Nylon Studios and casting by Chameleon Casting.
Comment:
This activation is pretty much the definition of ‘back by popular demand’.
We’ve loved this ongoing campaign since it was first introduced back in 2016 (see case study) and this latest iteration follows on from its 2017 campaign which also rolled out in mid August (see case study).
Links:
NAB
https://www.youtube.com/user/nab
AFL
http://australianfootballleague.tumblr.com/
https://www.instagram.com/AFL/
Clemenger BBDO Melbourne
