TBWA\Melbourne has brought all NAB’s marketing together, launching Your Partner for Every Stage under the brand’s More than Money brand promise. It’s the first time that NAB has aligned all its services under a single creative platform and the campaign speaks with the customer front and centre. The new work is built from an understanding that Australians are navigating a rapidly changing economic environment with changing priorities during lifetimes.  

NAB’s campaign is built around these real-life journeys, featuring customers as the stars of their own stories and NAB as the adaptable partner supporting them through every stage of life and business. A feature of the campaign is showing the integration of the NAB App and digital platforms that empower customers at every step. This works with the partnership NAB bankers offer – working alongside customers, providing guidance, support, and expertise throughout their journeys to highlight the blend of digital innovation and human connection that ensures NAB is present wherever and however customers need.

The campaign is underpinned by recent trust data from Roy Morgan that shows this shift in customer expectations. As confidence in the sector improves and NAB enters the nation’s top 20 most trusted brands, Australians are rewarding banks that demonstrate stability, consistency, and long-term commitment.

Additional campaign elements will launch in the coming months and will appear across television and streaming, BVOD, YouTube, social and digital platforms, cinema, and integrated content environments. Premium out-of-home placements in airports, major transit hubs, and iconic large-format sites such as Bolte Bridge and Glebe Silos will be used to deliver high-impact national visibility.

Credits:
Client: NAB
Chief Marketing Officer: Natalie Lockwood
Executive Business and Private Bank Marketing: Elly Bloom
Executive Personal Bank Marketing (acting): Kay Pawson
Head of Group Brand (acting): Susanna Hondrokostas

Creative Agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creatives: Ben Ryding & Claudia Sarosiek
Managing Director: Ricci Meldrum
Client Partner: Sarah Tukua
Senior Business Directors: Jade Mittermair & Sarah Cox
Business Director: Nicola Draschl
Senior Business Manager: Sophie Ford
Business Managers: Primrose Laurie & Anita Condello
Chief Strategy Officer: Elly Liley
Planning Director: Zac Martin
Head Content Producer: Joel Morgan
Senior Producer: Melina Flood
Producer: Alana Taylor
Designer: Caitlin Gmehling

Media Agency: Mindshare Australia
Production: The Sweetshop
Director: Beatrice Pegard

Stills & Content Production: Truce
Creative Direction: Jess Bohier
Director: Alana Taylor
Retouching: Kyle Black @ Visual Thing
Colour Grade: Crayon

Post Production & VFX: Arc
Music & Sound: Rumble Studios