Clemenger BBDO Melbourne has masterminded a major new brand campaign for National Australia Bank (NAB).

The bank has said the campaign (see spot below) will reinforce its differentiation in the market and its leadership position in making banking fairer for all Australians.

The new campaign uses iconic hero and villain pop-culture characters to highlight NAB’s ‘More Give, Less Take’, with the bank stating that it "leverages its track record of doing the right thing by its customers and its ongoing commitment to delivering more of the good and less of the bad in banking".

Gavin Slater, group executive personal banking at NAB, said: “Four years ago at NAB, we decided to take a stand and change our relationship with our customers – by abolishing over the limit  fees, account keeping fees and dishonour fees.  And as a result our customers have saved  up to $2784 each because of the changes we’ve made, including abolishing fees and remaining competitive on rates."

The campaign launched with a series of Facebook and Twitter posts creating interest through cryptic clues and the overall theme of the campaign. NAB said large scale media will bring the ‘more of the good and less of the bad’ promise to life through TV, press, outdoor and digital advertising.

Slater said the new campaign reinforces NAB’s commitment to doing the right thing by our customers and giving them more, not less.

NAB will also  unveiling a series of giant art installations at key head office locations in keeping with the campaign theme.