As the new AFL season gets under way, banking sponsor NAB rolled out the latest phase of its ongoing ‘Mini Legends’ activation which showcases the bank’s support for footy across Australia from the grassroots ‘NAB AFL Auskick’ programme through to the big time elite league.
The 2021 campaign, developed with agency Clemenger BBDO, is fronted by Geelong FC (and former Adelaide Crows) star and Brownlow Medallist Patrick Dangerfield who talks about how you haven’t really completely made it in the AFL until you’ve been an NAB Mini Legend.
The campaign launched on 26 March with a hero TV and social spot called simply ‘NAB Mini Legends 2021’.
The spearhead spot and supporting content all aim to drive viewers online to find out more about the initiative at nab.com.au/minilegends.
The ad starts with Dangerfield sat in the stands anticipating that finally 2021 will be the year that he will be picked as a miniature AFL star. It then sees him watching the 2021 Mini Legends as they are unveiled one by one: first out in mini Western Bulldogs’ Bailey Smith, then Richmond Tigers’ Sabrina Frederick, Adelaide’s Stevie-Lee Thompson, then Brisbane Lions’ Mitch Robinson until finally, representing the Geelong Cats, there is mini Zach Tuohy. Dangerfield is disappointed he has been overlooked again and asks how many Brownlows he has to win before he gets a mini version of himself.
“The NAB Mini Legends campaign highlights the joy football brings out in all of us, young and old,” said NAB Executive Group Marketing, Suzana Ristevski at the activation launch. “We’re proud to support the game that gives us so much, both at a local and elite level in communities across the country. We can’t wait to share the next chapter of NAB Mini Legends with all footy families.”
Clemenger BBDO Executive Creative Director Richard Williams added: “We’d heard rumours of Patrick Dangerfield’s disappointment at having not been immortalised as a Mini Legend, so we thought what better way to launch this year’s campaign than by putting off his dream for another year. Maybe he’ll get a look in next year.”
The activation was created for NAB’s marketing team which included Executive Group Marketing Suzana Ristevski, Head of Group Brand Faycal Ben Abdellaziz, Senior Consultant, Brand Management Sponsorship and Social Impact Carla Beresford, Manager, Brand Delivery Manager Ben Knighton, Senior Consultant Brand Delivery Johannes Samson, Consultant Brand Delivery Bridget Larsen, Manager Brand Identity Susanna Hondrokostas, Consultant Brand Identity Nyaradzayi Masanga, Senior Consultant Sponsorship Teryll Brewer, Consultant Sponsorship Emily Curnow and Senior Consultant Media Amanda Mansfield by creative agency Clemenger BBDO, with media handled by Mindshare and production by Revolver Film and post by ARC Edit.
Comment:
NAB has sponsored NAB Auskick since 2006 and also backs the NAB AFL Academy, the NAB AFL Rising Star and it is also the naming rights sponsor for the NAB AFL Women’s competition.
Indeed, NAB has been supporting footy since 2002 and this fifth season of Mini Legends follows on from the 2019, 2018, 2017 and 2016 versions of the campaign.
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