Christmas is not the time for a road safety message that shocks to intrude into commercials that warm hearts and spread good feeling. But it is the time for road safety messages. One of the (many) joys of Christmas is new wheels – bikes, skateboards and roller skates. New wheel riders share suburban roads with drivers during the Christmas holidays. The Monkeys, Revolver and NRMA Insurance have created a reminder for drivers to look out for kids taking their new wheels for a spin this Christmas that is gentle with just a moment of sting.
NRMA Insurance’s New Wheels goes to air on Christmas Day and will run across broadcast television, cinema and online. The campaign film is directed by Leilani Croucher of Revolver.
NRMA Insurance executive manager direct brands, Sally Kiernan, stated, “Sadly, Australia has seen a significant increase in child road deaths this year. We hope people will enjoy the nostalgic joy of this film, but more importantly, we hope it reminds drivers to be safe these holidays and to keep an eye out for those heading – or wobbling – onto the road on their new wheels.”
The Monkeys chief creative officer, Tara Ford, added, “To spread the message of driving safely during the holiday season we show the joyous transformation of an Australian neighbourhood on Christmas morning. With the streets becoming the testing ground for new wheels and new freedoms, so too comes new reasons to drive safely.”
Credits:
Client: NRMA Insurance
Chief Marketing Officer: Brent Smart
Director, Brand Marketing: Sally Kiernan
Director, Content & Customer Engagement: Zara Curtis
Manager, Brand Strategy: Anna Jackson
Manager, Integrated Communications: Elizabeth Stokes
Specialist, Integrated Communications: Mahsa Merat
Manager, Media & Communications Planning: Tom Dodd
Creative Agency: The Monkeys, part of Accenture Interactive
Co-Founder & Group CEO: Mark Green
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: Jake Ausburn & Alex Polglase
Chief Strategy Officer: Fabio Buresti
Head of Planning: Hugh Munro
Senior Planner: Brona Kilkelly
Head of Production: Penny Brown
Senior Producer: Carolyn Starkey
Business Lead: Kezia Quinn
Business Director: Sophie Finckh
Media Agency: Initiative
Production Company: Revolver
Director: Leilani Croucher
Executive Producer: Pip Smart
Producer: Alex Taussig
DoP: Lachlan Milne
Editor & Grade: Scott Sterling
Sound: Ottis
Casting: Citizen Jane
