Clemenger BBDO in Melbourne has won the 2011 Grand Prix in PR for an integrated campaign that used the concept of a public breakup to distinguish National Australia Bank from the three other Australian major banks—the ANZ, Commonwealth Bank, and Westpac.

     As part of the campaign, 60 couples publicly broke up in restaurants, bars, and public spaces across Australia in the evening of Valentine's Day. Those breakups were filmed and turned into Web videos. The campaign also extended to press, outdoor, radio, mobile billboards, street teams, street chalking, and helicopter banners. The campaign also ambushed execs from the other banks in their offices and elsewhere.

     And, quite wonderfully, on the eve of the campaign, a seemingly errant tweet was sent out from one of NAB's corporate Twitter accounts, referring to a personal breakup—which many figured was a case of a social media writer accidentally tweeting from the wrong account.