The ‘NAB Mini Legends’ return in August 2022 to activate the Australian bank’s AFL / AWFL sponsorships and highlight NAB’s commitment to supporting footy from the junior ‘NAB AFL Auskick’ programme through to the elite game.
From @AFLAuskick to the elite heroes of the game, we’re proud to support @AFL at all levels. It’s great to see participation surging, particularly with rising female footy players (subscription required): https://t.co/rzReP9J71f
— NAB (@NAB) August 15, 2022
The latest iteration of the initiative, which celebrates its sixth year, was again developed by agency TBWA\Melbourne and brings to life the passion kids have for all aspects of the game.
In a year when simply being able to play again feels special, the campaign was informed by the idea that when you are a child every time you play footy it feels like the most important and most exciting thing in the world (no matter your skill level).
The campaign launched on 19 August with a flagship TV commercial which debuted during the Friday night telecast of the blockbuster game between premiership favourites Brisbane and Melbourne.
It was first teased on 15 August with social media content announcing that ‘NAB Mini Legends are Coming…Soon’, before the hero spot dropped four days later positioning the 2022 NAB Mini Legends as being ‘bigger and better than ever’ and urgers viewers to find out more at nab.com.au/minilegends
A pitchside ‘Nomination Interview Series’ then rolled out across the brand’s social platforms from 23 August.
“We’re proud to deliver the class of ‘22, recruits who we hope will inspire the future generation of AFL and AFLW legends,” outlined NAB Executive Group Marketing Head Suzana Ristevski. “The NAB Mini Legends campaign never fails to bring a smile to your face, and perfectly sums up the joy that AFL brings to all of us.”
The campaign was created for a client marketing team at NAB which included Suzana Ristevski, Faycal Ben Abdellaziz, Jess Hughes, Adriana Kent, Mitch Anderson, Minh Tang, Carla Beresford, Amanda Mansfield and Sophie Knowles by TBWA\Melbourne.
The production company was Revolver with Director Stephen Carroll, while offline edit was handled by ARC Edit, VFX by Blockhead VFX, sound production by Squeak E Clean, media by Mindshare, PR by TLA and stills by Photoplay.
Comment
This year’s work follows on from 2021’s Patrick Dangerfield fronted campaign, plus previous iterations of the activation programme in 2019, 2018 (see case study), 2017 (see case study) and 2016 (see case study).
Leave a comment
You must be logged in to post a comment.