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Break Up

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Integrated Campaigns / 2012

Australians have always believed their four biggest banks work together, eliminating competition. As a result, for two years they refused to notice NAB, the National Australia Bank, becoming fairer and more competitive. Instead of fighting this perception of ‘togetherness’, we embraced it, letting Australia witness NAB breaking up with the other banks. The break up exploded simultaneously across different media, surprising the nation. It received $5million earned media in a single day and completely transformed the perception of NAB.

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