National Australia Bank has set out to reward honest civilians in the latest version of its Honesty Experiments campaign, ‘Honesty Shouldn’t Go Unrewarded’.
The television spot features everyday Australian’s handing misplaced sunglasses into lost property only to be rewarded with their name and face on a cake, in-store digital billboards and on a fake news bulletin.
Ant Keogh, executive creative director Clemenger BBDO Melbourne, said in real-life the only reward for being honest is usually the knowledge that you’ve done the right thing.
“But what if, for a moment, we created a world where a simple honest act generated a massive outpouring of public praise and attention,” Keogh said.
“We thought honest Australians deserved exactly that.”
The work is to promote NAB’s credit cards.
The new campaign will run across online, TV and outdoor media.
Credits: client NAB, agency Clemenger BBDO Melbourne, executive creative director Ant Keogh, creative directors, Rohan Lancaster, Darren Pitt, Tom Martin and Julian Schreiber, senior creatives Ben Keenan and Quenton Miller, senior agency producer Karolina Bozajkovska, account management team Simon Lamplough, Patrice Bougouin, Belinda Danks and Kyle Abshoff, planner Heather Lewis, executive interactive producer Sasha Cunningham, interactive producer Terry Mann, print producer Ben Nash, production company Will O’Rourke, direction The Glue Society, producer Ian Iveson, head of projects Josh Mullens, executive producer Michael Ritchie, post production The Editors/ Digital Pictures, sound Flagstaff.