With the big four banks having some negative press during the Finance Royal Commission, NAB needed to reposition themselves as the bank that puts customers first.
 

While the competition were boasting about how many awards they had won and focusing on themselves, NAB went in the other direction - to focus on the end user. The REAL end user. Like young Ali, who now has a home large enough to practice her dancing. Or Alfie who now has a yard to bury his bones.​