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Clemenger BBDO in Melbourne, Australia, 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 on the evening of Valentine's Day. Those breakups were filmed and turned into Web videos.
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