When you’re on that road trip and speeding (tiredness, checking your phone…) beckon you to misbehave, you pass a message on a billboard. It’s not sensational. It’s not judgemental. It’s straight-down-the-line. It’s Safe always arrives.

The unpretentious road safety power cell is by Bear Meets Eagle On Fire for NRMA Insurance. The campaign features a series of images that reminds drivers of the anticipation of a loved one’s arrival, and will run across rural sites in NSW and Queensland.

The images were created by Simon Harsent, from The Pool Collective.   

“In a world of complicated projects, it’s refreshing getting briefed to do a pure OOH campaign. Simon’s shot them beautifully,” said Micah Walker, chief creative officer and founder of BMEOF.

Credits:

Client: NRMA Insurance
Chief Marketing Officer, IAG: Brent Smart 
Marketing Director, NRMA Insurance: Sally Kiernan  
Manager, Integrated Comms: Elizabeth Stokes

Agency: Bear Meets Eagle On Fire 

Photographer: Simon Harsent
Producer: Cameron Gray
Production Company: The Pool Collective 

Post & Retouching: Cream 
Media: Initiative