NAB Break Up won the 2011 Cannes Lion PR Grand Prix, and 3 Spikes Asia Grand Prix including the Creative Effectiveness Grand Prix, amongst other awards. The project revolved around NAB’s very public break up with the other major Australian banks on Valentine’s Day – Commbank, ANZ and Westpac – using a variety of creative and tactical executions. In collaboration with Clemenger BBDO Melbourne, Will O’Rourke managed the project’s vast production and logistics, creative execution and direction. It involved a team of over 10 producers who coordinated the various components, The Glue Society who directed the activity, as well as supporting production crews. The campaign created a huge amount of media attention on television, radio, newspaper and online - with much of it centred on how the stunts were pulled off. The results saw $5 million of earned media in a single day, the number 1 most tweeted topic on Twitter in the nation, a huge increase in NAB new accounts and applications, and has seen over 1 million new NAB customers since The Break Up.