“Judi’s spent a lifetime preparing for the things you can never prepare for.” The Monkey’s new campaign for NRMA Insurance is a personal story – not about a family that has had to claim, but an NRMA assessor who has cared for thousands of them across 32 years. The commercial underlines NRMA’s new promise, Help Like No One Else, and the 2,149 cups of tea that Judi has shared with NRMA members, which is noted in the spot, makes that statement heartfelt.

The Monkeys creative director, Barbara Humphries, noted, “While you can never prepare for how you’ll react when the unexpected happens, NRMA Insurance assessors spend their whole lives preparing to help you in that moment. Hearing Judi talk about many years on the job, experiencing some of Australia’s worst moments, we were moved by the courage, empathy and dedication that sets her and her team apart. We were determined to tell that story.”

The commercial was directed by Daniel Kaufman, and the full campaign covers broadcast, cinema, OOH, press and radio, telling the stories of other dedicated NRMA Insurance employees who help its customers each day.

NRMA Insurance chief marketing officer, Brent Smart, stated, “Since I joined the company, I’ve heard incredible stories of how our people help. The challenge is how to tell those incredible stories in a way that doesn’t feel like just another testimonial employee ad. We found a way creatively to honour our incredible people and the way they help our customers.”

Credits:

Client: NRMA Insurance
Chief Marketing Officer: Brent Smart
Director, Brand Marketing: Sally Kiernan
Director, Content & Customer Engagement: Zara Curtis
Director, Group Brand Strategy: Caroline Hugall
Brand Strategy Lead: Anna Jackson
Creative Lead: Elizabeth Stokes
Creative & Innovation Specialist: Mahsa Merat

Creative Agency: The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Chief Creative Officer: Tara Ford
Managing Director: Matt Michael
Creative Directors: Barbara Humphries & Benn Sutton
Creative Team: Barnaby Packham & Danny Pattison
Designers: Megan Lecky, Lauren Elliot & Dale Bigeni

Co-Founder & Group CEO: Mark Green
Chief Strategy Officer: Fabio Buresti
Head of Planning: Hugh Munro
Head of Production: Penny Brown
Print Producer: Matt Tilbury
Business Lead: Kezia Quinn
Senior Business Director: Ashley Robertson
Senior Business Manager: Sophie Finckh

US Production Company: Anonymous Content
Director: Daniel Kaufman
Executive Producer: Lori Stonebraker

Australian Production Company: FINCH
Managing Director & Executive Producer: Corey Esse
Executive Producer: Loren Bradley 
Producer: Sarah Nichols
Cinematographer: Jeremy Rouse
Production Designer: Vanessa Cerne

Post Production: ARC Edit
Editor: Dan Lee
Executive Producer: Daniel Fry
VFX Supervisor: Eugene Richards

Titles: Supervixen

Sound & Music: Sonar
Sound Designer: Timothy Bridge
Composer: Antony Partos