Australia can be a tough place in which to live. Bushfires, floods are droughts part of life here. But Aussies are good at helping Aussies.

And NRMA is using that willingness to help to connect with everyday Australians. To show that NRMA embodies the same spirit we all want to feel we have.

The new brand campaign, by The Monkeys, is therefore an anthem of helpfulness, directed by The Sweet Shop’s TWIN, and underscored by the Hunters & Collectors’ 1984 top 10 track, Throw Your Arms Around Me, reimagined by emerging Australian singer/songwriter, Ayla.

The campaign is spearheaded vy 90-, 60- and 15-second films, and will run across broadcast, print, OOH, radio and on NRMA Insurance-owned social channels.

The Monkeys co-founder and group chief creative officer, Scott Nowell, commented, “While Aussies like to think of themselves as tough characters, this campaign celebrates Australians’ commitment to helping each other. From tiny moments to major events, we are recognising the role which that help, and NRMA Insurance, have played in defining our national identity.”

IAG chief marketing officer, Brent Smart, added, “At NRMA, HELP is in our DNA. It’s why we were founded almost 100 years ago, and why we’re still here today. This campaign celebrates our brand roots and sets the tone for the type of human storytelling we are returning to.”

Credits:

Creative Agency: The Monkeys  
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group Chief Executive Officer: Mark Green
Partner & Group Strategy Director: Fabio Buresti
Managing Director: Matthew Michael
Creative Directors: Jake Rusznyak & Dennis Koutoulogenis
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Strategic Planner: Charlotte Marshall
Group Content Director: Humphrey Taylor
Senior Content Director: Katie Wong-Hee
Senior Content Manager: Fizzy Keeble
Content Executive: Sophie Finckh

Production Company: The Sweetshop
Director: TWIN
Executive Producer: Edward Pontifex & Loren Bradley
Producer: Allison Lockwood
DOP: Lachlan Milne
Editor: Jack Hutchings @ The Butchery
Grade: Ben Eagleton @ Be Colour

Post Production: BlockHead VFX, Sydney

Music: Alya cover of Hunters & Collectors
Sound Design: Nylon Studios

Client: IAG
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
NRMA Marketing Director: Sally Kiernan
Creative Lead: Elizabeth Stokes
Marketing Lead: Erin Bennett