The NAB Stand-Ins, a team of National Australian Bank men and women who stand-in for your Grand Final Day commitments, found themselves learning a range of new skills during the 2012 Toyota AFL Grand Final - including crocodile wrangling.
The competition, created by Clemenger BBDO Melbourne, gave 20 winners and their guests seats at the Grand Final (complete with all the trappings), while a NAB Stand-In went and fulfilled their game day obligations, no matter how obscure.
As a result, NAB Stand-Ins travelled far and wide to take on roles as a fire fighter, a radio DJ, a beekeeper, a children’s entertainer, an animal handler, a dog groomer, a wakeboarder and a ukulele player¬¬. One Stand-In even found herself giving a speech for a 21st birthday party.
Clemenger BBDO Melbourne Executive Creative Director, Ant Keogh, says the campaign was a huge success, both in terms of the amount of competition entries and the fact that no Stand-Ins were bitten by wild animals.
“During the big game, footy fans saw TV crosses to Stand-Ins while they were performing the duties of the people they replaced around Australia. People couldn’t believe that NAB were actually doing this for real,” Keogh said.
In social media the idea took on a life of its own, when a fan tweeted that Hawthorn star Luke Hodge had subbed a NAB Stand-In as a birthing partner for his pregnant wife. The rumour was re-tweeted to tens of thousands of fans on the day. And ‘NAB Stand-Ins’ became the most common term used in conjunction with the official #aflgf hashtag.
The footage of the NAB Stand-Ins at work from around Australia on Grand Final day is available to see at here.
The social media response on the day is available here.
View the footage below:
Agency - Clemenger BBDO Melbourne
ECD - Ant Keogh
Creative Directors - Rohan Lancaster, Darren Pitt, Julian Schreiber, Tom Martin
Art Director - Russel Fox
Writer - Ben Keenan
Agency Producer - Sevda Cemo
Client Services Director - Simon Lamplough
Account Director - Belinda Danks-Woodley
Account Director - Jessica Hughes
Account Manager - Kate Joiner
Senior Planner - Heather Lewis
Kevin Ramsdale - General Manger of Brand
Jodi Geddes - Head of Enterprise Sponsorship and Events
Lesa Brown - Brand Manager, Planning Brand Management
Director - The Glue Society
Production Company - Will O_Rourke
Editor - Tim Parrington
Post Production Offline - The Butchery
Online Operator - Eugene Richards
Post Production Online - The Refinery
Sound - Flagstaff Studios
Sound Engineer - Paul Le Couteur
Music - Level Two Music / Flagstaff Studios
Digital Production - Celia Karl
Print Production - Ben Nash