Wouldn’t it be wonderful if the Australian bush, homes and cars could come alive to protect themselves against disasters? Just before bushfire season last year, Bear Meets Eagle on Fire imagined this world for NRMA Insurance, to introduce its promise, Until Then… we’ll be here to help. This year, adding to last year’s Australian landscape that hoses down fires itself, are a car that drives itself to find shelter from hail damage and another that pops out its own hail dents.
These cars don’t exist but NRMA Insurance does, as the campaign notes across TV, cinema, radio, social and OOH. Until Then extends NRMA’s famous promise of H.E.L.P. – being there for whatever goes wrong.
The campaign films were directed by Steve Rogers at Revolver. The OOH covers a range of everyday mishaps that can go wrong in life for which NRMA Insurance will be there to help. In social and radio, the campaign elaborates on some of the initiatives NRMA Insurance is involved in to help with community preparedness for extreme weather.
The brand mnemonic has also been given a series of striking brand idents, created in partnership with UK director and photographer Dan Tobin-Smith and Time Based Arts, that show what sits behind the promise of HELP. The idents will be used as part of a range of media activities, including NRMA Insurance’s sponsorship of the weather on Channel Nine.
An integrated product campaign, We’ll help, produced in partnership with BUCK, runs alongside the brand work to show how NRMA Insurance delivers on the promise of Help through a range of product propositions.
NRMA Insurance executive manager customer experience, brand and social impact, Zara Curtis, statedm “This latest Until Then spot, Hailstorm, is timely for our customers in the face of changing and more frequent weather events. And with a creative system designed to work across the marketing funnel to meet our key business objectives.”
“It’s great being able to continue to build on a brand platform we’re proud of,” added Micah Walker, chief creative officer and founder of BMEOF.
“This time around, we’ve been given the chance to run our thinking a bit deeper through product and retail, and the brand idents we’ve created with Dan are also a lovely addition to the story.”
Credits:
Client: IAG for NRMA Insurance
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager Customer Experience, Brand & Social Impact: Zara Curtis
Principal, Brand and Creative Strategy: Jess Page
Principal, Brand Communications and Creative Execution: Mahsa Merat
Specialist, Brand Communications and Creative Execution: Catherine Verge
Manager, Media, Comms Planning and Performance Marketing: Mark Echo
Creative Studio: Bear Meets Eagle On Fire
Film Production Company: Revolver
Director: Steve Rogers
Managing Director & Co-owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Caroline Kruck
DOP: Germain McMicking
Production Designer: Steven Jones-Evans
Edit: The Editors
Editor: Alexandre de Franceschi
Post Production: Alt VFX
VFX Supervisor: Jay Hawkins
Producer: Celeste Fairlie
Music & Sound: Rumble Studios
Executive Producer: Michael Gie
Lead Sound Designer: Tone Aston
Sound Designers: Cam Milne, Dan William
Composer: Jeremy Richmond
Brand Idents Director: Dan Tobin-Smith
Post Production: Time Based Arts
Product Campaign 3D & Animation: BUCK
Executive Creative Director: Gareth O’Brien
Executive Producer: Erica Ford
Creative Director: Lucas Brooking
Senior Producer: Jordan Howes
3D Supervisor: Elijah Akouri
3D Lead: Tim Krakowiak
2D Lead: Kane Rowlingson
OOH Retouching: Electric Art
Media: Initiative
