Creating the NAB Agri calendar… and a whole lot more

In a year of firsts, NAB’s flagship agribusiness calendar project leapt into exciting new creative territory, driven by a desire to connect more deeply with customers and demonstrate the enduring commitment of Australia’s biggest business bank to this critical sector.

Scope of work

  • 1x printed calendar

  • 3x long-form customer stories

  • 1x 120-second campaign film

  • 9x films for Facebook and YouTube: 6, 15 and 30 secs

  • 15x in-branch large-format posters

Bringing family stories to life

Multi-generational strength, looking to the future and always seeking to innovate… these are the evocative themes at the heart of the 12 agribusiness families who make up the 2021 NAB Agri calendar. And for 2021 our challenge was to go beyond the traditional printed asset. Our multi-channel, multi-asset amplification strategy was designed to have an even bigger impact and truly bring home to NAB customers the stories of love, loss, success and, ultimately, togetherness these families represent.

Delivering a deeper dive

Three of the calendar’s subjects – Michell Wool, Four Daughters and Carroll Cotton – were chosen to live alongside the printed calendar, their stories amplified in long-form, film and audio formats across social channels including Facebook and YouTube, and in NAB branches.

Building the creative ecosystem

We created a series of six-, 15- and 30-second films that succinctly captured the drama of the three families’ stories. Facebook’s pitch, play, plunge model (immersive interactive content in multiple formats) was a key factor in the creative development.

“Australian farmers and agri businesses are so connected to the land, to their produce, to their community. But they are also profoundly connected to family, and that’s what this campaign was all about – showing the great heart at the foundation of every great agri business.”

Brad Stevens, Creative Group Head, Six Black Pens

A celebration of togetherness

Underpinning the calendar and the individual family assets was a cinematic launch film talking to 2021’s themes and celebrating one thing overall – that those making their future in Australian agriculture “do it together because together they grow”.

“This program was about building on the years of good faith we have with Australian agribusinesses, and delivering more. We wanted to connect on a more emotive level and, with this program and the help of Six Black Pens, we feel we really achieved that.”

Will Leabeater, Marketing Program Lead, NAB