Clemenger BBDO Melbourne scooped the Grand Prix for PR at Cannes Lions for its 'Break Up' campaign for National Australia Bank.
NAB is one of Australia's four big consumer banks and it wanted to differentiate itself from the other three, as big banking had gotten a bad rap in the recent economic meltdown. So it staged a public 'break up' with the other three banks through a 24-hour PR blitz. The activity kicked off a few days early with a tweet meant to look accidental, suggesting that NAB was 'stressed' and weighing an important decision. It went on to declare the break up.