There is no car insurance campaign like this one and there are very many car insurance ads. Bear Meets Eagle On Fire and IAG have got together to create a distinctive brand, ROLLiN’, and a distinctive campaign to make it popular. The brand aims to appeal to younger customers, so ROLLIN’ has a brand mascot that’s a huge rapping furry ball called Larry and a promise that reads, It’s good not to feel tied down.
In the launch spot which made its debut on Sunday, November 7, Larry rolls through a city, totally unencumbered and freestyling along to the Digital Underground’s ‘90s classic, Humpty Dance. The spot was directed by Andreas Nilsson at Revolver.
IAG and BMEOF worked together to conceive the brand and creative design, from building the identity to crafting the product communications. Initiative, IAG’s new media partner, worked on media.
“We see ROLLiN’ as a growth driver for our business. To be able to build a brand from scratch is a real career highlight. To do it with BMEOF founder Micah Walker and his team has made it even more special, this brand is as much his vision as ours. Thanks to everyone who has worked so hard to make this a reality in a very short amount of time, we can’t wait to see Rollin’ out in the world,” stated Brent Smart, chief marketing officer of IAG.
To create ROLLiN’s contemporary graphic identity, Bear Meets Eagle On Fire collaborated with Rotterdam typography designers, Studio Dumbar. The idea was to communicate the brand’s flexibility by incorporating kinetic movement throughout the type design and out of home campaign.
An ongoing series of animators and 3D artists was also brought in to collaborate on various elements, including the website and social; something the brand will continue to do.
Walker, BMEOF founder, added, “This is a dream project for us. To help name and build a brand from design through to communication just isn’t something you get to do very often. Big thanks to everyone who’s cared hard and put so much into this.”
See the kinetic OOH:
See the design guide:
Visit the website.
Credits:
Client: IAG
Chief Marketing Officer: Brent Smart
Executive Manager, ROLLiN’ Marketing: Caroline Hugall
Executive Manager, ROLLiN’: Brendan Grffith
Executive Manager, Content & Customer Engagement: Zara Curtis
Marketing Manager, ROLLiN’: Anna Rallos
Integrated Comms Specialist, ROLLiN’: Jay Patel
Communications Planning Lead: Tom Dodd
Media Specialist: Ashleigh Vogel
Customer and Operations Manager: Hiba Kalache
Digital Marketing Specialist: Amy Gyurasits
1:1 Specialist: Swati Bhardwaj
Search & Performance Specialist: Brett Bennell
Social Media Specialist: Aleksia Dobrich
Principal, Creative & Content Development: Simeon Bartholomew
Creative Studio: Bear Meets Eagle On Fire
Film Production: Revolver
Director: Andreas Nilsson
Managing Director & Executive Producer: Michael Ritchie
Executive Producer / Partner: Pip Smart
Producer: Alex Kember
DOP: Lachlan Milne
Production Design: Sherree Phillips
Casting: Citizen Jane
Model Making: Odd Studio
Model Maker: Adam Johansen
Puppeteers: Damien Martin, Gavin Kyle & Luke Brown
Animation & VFX: Charlotte Plowman @ Blockhead
Editor: Alexandre de Franceschi
Colourist: Ben Eagleton
VFX Supervisor: Karen Fabler
Sound: Rumble Studios
Sound Designer: Tone Aston
Sound Executive Producer: Michael Gie
Music Supervision: Anton @ Trailer Media
Type & Motion Design: Studio Dumbar
Media: Initiative
Managing Director: Sam Geer
Chief Strategy Officer: Chris Colts
Client Advice and Management Director: Ali Bongailas
Partnerships Director: Jessica Scott
Digital Media: Reprise
National Agency Lead: Paula Lopes
National Content Partnership Lead: Evan Porteus
Strategy Director: Clare Gill
Senior Digital Executive: Josh Clayton
Head of Experience: Javier Dominguez
